Jaguar is in transition. The company is phasing out production of the final models in its current range before relaunching the brand at a higher price point. We’ll get our first look at that future next month when the automaker unveils a Design Vision Concept, but no brand reset is complete without some new badging and branding, and Jaguar is ready to show us those ahead of time.
For starters, the automaker has reimagined the leaping Jaguar. It looks thinner and more angular than the outgoing cat. The monogrammed relief perfectly outlines the new feline. Jaguar has also updated the script for the wordmark which combines upper and lower case letters for “symmetry and simplicity”.
Photo by: Jaguar
Photo by: Jaguar
The automaker wants to reposition itself to compete with Bentley and Maserati instead of BMW and Audi, as before. As Jaguar emphasizes its new premium status, the brand’s starting price will rise to the $130,000-$140,000 range.
Jaguar previewed its design direction by publishing photos of the first model in a series of new high-performance vehicles. The automaker didn’t reveal much of the sedan’s styling and covered the car in camouflage. Yet it looks imposing and exuberant, something Jaguar wants to strengthen in the future by making exuberant colors “a cornerstone” of the brand’s new identity.
We’ll get our first look at Jaguar’s future design direction on December 2 at 8pm ET during Miami Art Week. That’s where the automaker will present “the physical manifestation of its creative philosophy of exuberant modernism.”