Jaguar has debuted a new logo as part of its roadmap to an all-electric future. The move comes after fellow British luxury automaker Bentley announced it’s pushing back its EV transition as the market faces waning sales.
British luxury carmaker Jaguar is redefining itself for a new era with a rebrand to support the forthcoming launch of three electric vehicles by 2026, setting the stage for Jaguar to carve a distinct identity in the increasingly competitive luxury EV market.
The unveiled a sweeping transformation anchored by a striking rebrand and bold new slogan.“We need to change people’s perceptions of what Jaguar stands for,” Jaguar Managing Director Rawdon Glover said in a recent statement. “This isn’t a straightforward, easy thing to do. Creating a gap between the old and new is actually very helpful in this process.”
The redesign, which Jaguar unveiled in ads on social media, sparked a wave of criticism, including comments from Tesla and X owner, Elon Musk, who mocked the company, asking if the company “sells cars.” British television host Bev Turner, who appears on the conservative-leaning GB News channel, criticized the rebrand, saying the ad looked like it was designed by AI to create the “wokest, most pretentious, gender-ambiguous piece of self-satisfied A-level art.”
At the heart of Jaguar’s transformation is a fresh logo and tagline. The redesigned emblem incorporates a sleek typographic update, blending upper and lower case letters, a move the company says evokes both sophistication and modernity. Accompanying the logo is a revamped “leaper” cat symbol, designed to represent dynamism and innovation. Adding to this reinvention, Jaguar’s new slogan, “Delete Ordinary,” signals its commitment to leaving convention behind. The tagline underscores the brand’s desire to push boundaries and stand apart as a pioneer in the luxury electric vehicle space.
The shift toward electrification began in 2021 when Jaguar announced a pause on developing new internal combustion engine (ICE) vehicles. Central to Jaguar’s new era is the lineup of three all-electric vehicles set to debut in 2026. Leading this trio is a four-door GT model, poised to become the brand’s flagship EV. Manufactured in Solihull, West Midlands, the GT promises a fusion of high performance, modern aesthetics, and unparalleled luxury.
While Jaguar has kept details of the other two models under wraps, the company’s renewed emphasis on imagination and fearless creativity hints at groundbreaking designs and advanced technologies. The GT model is expected to deliver significant advancements in range, performance, and premium features, setting a benchmark for the brand’s electric future. Chief Creative Officer Gerry McGovern emphasized the role of originality in the company’s transformation. “Jaguar has its roots in originality,” McGovern stated. “The new Jaguar brand is imaginative, bold, and artistic—completely unique and fearless.”
Jaguar enters an increasingly crowded luxury EV market dominated by Tesla, Mercedes-Benz, and Audi. However, the company is banking on its heritage of elegance and exclusivity to distinguish itself. The new slogan, “Delete Ordinary,” embodies Jaguar’s ambition to redefine luxury and defy industry norms.
Managing Director Glover acknowledged the challenges of reinventing such an iconic brand. “Reinventing a brand as iconic as Jaguar is no easy task, but we’re committed to creating vehicles that are not just sustainable but also extraordinary in every way,” he said.
Bentley dials back its EV strategy
Jaguar’s transformation comes as fellow British luxury automaker Bentley Motors recently announced adjustments to its EV timeline. The carmaker had originally planned to be all electric by 2030, but now plans to continue offering PHEVs alongside new EVs until at least 2035.
The company’s rebranded Beyond100+ strategy sees Bentley pledging to introduce either a PHEV or an EV annually over the next decade. The first of these electric models, a “Luxury Urban SUV,” is slated for release in 2026. This pivot, according to Bentley Chairman and CEO Frank-Steffen Walliser, is a response to both market realities and the preferences of its discerning clientele.
“Legislation, for sure, is driving electrification … but also competition,” Walliser explained during a media event. “We have to be honest, there’s not a lot of demand.”
Walliser emphasized that the slower-than-expected adoption of EVs among Bentley’s existing customers required a recalibrated approach. Matthias Rabe, Bentley’s head of research and development, reinforced this perspective, noting, “We want to produce PHEVs as long as markets and customers demand it.”
PHEVs have become a cornerstone of Bentley’s transition strategy. Bentley’s current offerings include six- and eight-cylinder PHEVs, which ensure the brand’s hallmark luxury and performance while meeting sustainability goals. Despite challenges, Walliser affirmed Bentley’s commitment to fully electric vehicles, stating, “We adapt to today’s economic, market, and legislative environment to initiate a major transformative phase for tomorrow.”
But that “tomorrow” may be further away than previous estimates for the EV market. EV sales growth has decelerated in the U.S., with third-quarter figures revealing an estimated 346,309 EVs sold, comprising nearly nine percent of total car sales. These statistics, released by Cox Automotive, highlight a shift from the robust growth seen in prior years as the market contends with infrastructure limitations and consumer hesitations.
In 2023, EV sales in the U.S. reached 1.4 million units, accounting for more than nine percent of total car sales. This marked an increase of over 50 percent from 2022, according to data from Argonne National Laboratory. However, the momentum appears to be slowing as concerns about EV charging capabilities persist.
The New York Times reported on Monday that slower sales are partially linked to drivers’ reluctance to trade in gas-powered vehicles due to the inconsistent availability and reliability of charging infrastructure. Research led by a Harvard Business School fellow found that one in five EV charging ports in the U.S. fails to work when drivers attempt to use them.
Currently, the U.S. boasts over 200,000 public chargers across approximately 74,000 stations. Yet, the National Renewable Energy Laboratory estimates that more than one million public chargers will be required by 2030 to support projected EV sales growth.
While EV adoption continues to rise, the pace is uneven. Automakers like Jaguar and Bentley are taking different approaches to address these market challenges. Jaguar is moving ahead with an all-electric lineup by 2026, while Bentley is opting for a longer transition, extending its use of plug-in hybrid electric vehicles through at least 2035.
“We all know the rate of adoption of EVs today looks different to 2019,” Walliser said, acknowledging the slowdown in demand for electric vehicles has forced Bentley to change its electrification strategy. “But I would consider it a dip,” he says. “Demand will definitely come back, though it will be at different speeds in different countries.”
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