Jaguar aims higher: Luxury redefined with bold new identity
Jaguar is ending the production of its current models, drawing a bold line under the past. Now, it aims to be more luxurious and extravagant, with a new logo signalling these changes.
Jaguar no longer wishes to compete with the German premium trio. The British brand is aiming higher, targeting Bentley and Maserati. Future models featuring the leaping cat on the bonnet will, therefore, be more expensive and luxurious than before.
We will likely discover what these new models will look like on 2nd December during the Miami Art Week, where Jaguar will showcase "the physical manifestation of its Exuberant Modernism creative philosophy." This elaborate phrase may simply refer to a pre-production concept.
If so, it will be the first model adorned with the new logo and brand markings. We've seen these today. The highlight remains the leaping jaguar, now sleeker and less detailed.
The brand's fonts have also been simplified. The "Jaguar" name is now composed of very clear, minimalist letters, devoid of unnecessary embellishments. In my opinion, they lack a bit of "claw." It's elegant, but perhaps too restrained. Will the same apply to the brand's future models? Time will tell.
