With sales low and its range now mothballed, Jaguar is pinning its hopes on a bold new direction in design, branding and market position

Jaguar has reached a major turning point in its long history as it looks to reinvigorate sales and improve its fortunes. All of its most recent lineup has now ceased production save for the F-Pace SUV, which will be available until mid-2025 in some markets; instead, the firm is focusing its efforts on a new lineup of three electric models, with the first set to arrive in 2026.

Spy shots recently showed a new large electric saloon testing on British roads under heavy disguise, with generous proportions – not least in the length of its bonnet – that suggest the new car will a bold first step in Jaguar’s next chapter.

Similarly bold is its new brand identity, which does away with much of the iconography built up over the last 90 years. Rather than leaning on its enviable heritage, Jaguar is instead setting its stall as a modern, cutting-edge manufacturer with a new range of branding elements.

A new font (or device mark as Jaguar puts it) spells out Jaguar in a mix of upper- and lower-case letters, while a ‘Strikethrough’ graphic sets the familiar Leaper logo against a bed of horizontal lines. Jaguar refers to the latter as one of its ‘Makers Marks’, with the other taking the form of a monogram roundel incorporating the letters J and R. Brass design elements are set to feature too, with the intention of showing patina over time.

In response to a less than positive reception from enthusiasts and the media, Jaguar revealed a teaser image ahead of the reveal of its Design Vison Concept at Miami Art Week. The image (above) seems to show the rear end of the new concept, with bold sharp lines and creases reminiscent of the Tesla Cybertruck.

While it’s not entirely clear how these new brand and design elements will manifest on a production car, the surrounding campaign suggests Jaguar’s new lower-volume, higher-priced direction will be highly design-led, with a focus on courting a younger, richer audience.

Executives have confirmed that Jaguar will be repositioned as a more exclusive brand than before, with fewer dealerships (around 20 in the UK) and a retail experience more akin to high-end fashion brands. ‘Curated brand stores’ will feature in some major cities, with the first set for the Golden Triangle in Paris, while other high-end features will include at-home new car handovers and car viewings, along with the promise of collect-and-return servicing. Crucially, reports have also confirmed that owners of existing Jaguar models will still be supported by the dealer network and approved used schemes will continue.

The first car of Jaguar’s new three-model lineup is set to be revealed in the first half of 2025. The car is pitched as a four-door GT, with prices starting around £130,000 when deliveries start towards the end of 2026. The new car will sit on a new platform named Jaguar Electric Architecture, with a claimed 430-mile range; it’s not clear what shape the other two electric Jaguars will take when they arrive, but an SUV seems a logical next step as the brand pushes itself upmarket.