Jaguar has been slammed by a design expert over its controversial rebrand of its iconic "leaper" and "growler" iconography as it moves towards an electric future.
The motoring world was split in November last year when Jaguar unveiled its brand overhaul, complete with a new logo, slogan and advertising campaign, which sparked plenty of controversy.
Jaguar said the new "Copy Nothing" slogan was the definition of its bold new visual identity, taking inspiration from its founder, Sir William Lyons.
However, Branding expert Liam Smith, from Aura Print, described the redesign of the iconic manufacturer as a "textbook example of how not to handle legacy branding".
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Jaguar's new rebrand was met with mixed responses from car enthusiasts
JAGUARHe noted that the logos and branding hold emotional and cultural value, with many petrolheads likely growing up with the iconic Jaguar logo as a staple of British manufacturing.
When a brand unveils such a significant redesign, like Jaguar, Smith warned that it could alienate customers who built the reputation of the brand.
He added: "Removing [the leaping cat] without a strong brand narrative or transition plan was a bold but flawed move. Loyal customers expect evolution, not erasure.
"The fact that Jaguar is now seeking a new ad agency reveals just how deep the fallout runs.
Barry Keoghan stepped out of the Jaguar Type 00 at Paris Fashion Week
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"Yes, brands must modernise, but modernisation doesn’t mean abandoning heritage. You can streamline and simplify without disconnecting from your roots."
Rawdon Glover, CEO of Jaguar Land Rover, confirmed to Auto Express that a concept model of the Type 00 GT will be unveiled before the end of the year.
This will likely be a full reveal ahead of Jaguar's plan to enter production and begin deliveries next year.
While Jaguar has remained tight-lipped about many of the Type 00's specifications, drivers can expect prices to start from around £130,000.
The new Jaguar maker's mark JAGUARThe few details that are already available suggest the Type 00 will utilise a dedicated electric platform, delivering more than 400 miles of range.
Glover stated that the car would also benefit from rapid charging capabilities by adding 200 miles of charge in just 15 minutes.
Small glimpses of the vehicle have already been seen, including at Paris Fashion Week in March, when actors Barry Keoghan, Zoe Saldana and Jamie Dornan were spotted stepping out of the Type 00.
At its presentation event in Paris, the Type 00 sported a new royal blue wrap, with minimalist design, futuristic lights and the new branding.
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The Jaguar Type 00 is expected to be released in 2026
XSmith concluded: "When rebranding a legacy product, involve your community. Conduct brand sentiment research, test concepts with your audience, and build campaigns that contextualise the change. Don’t surprise loyalists, guide them. And if a rebrand fails, don’t dig in. Course-correct openly and quickly.
"Rebrands should feel like evolution, not revolution. Jaguar’s experience proves that heritage is a powerful branding asset that must be handled with care."
