The Jaguar relaunch has divided opinions, with some stating it alienates current customers (Image: Jaguar)
The Director of has shared his thoughts over the , reassuring motorists that the future is looking bright for the brand.
The recently that will be used on their fleet of from 2026, splitting the opinions of many motorists.
However, Joe Elliott MBE, Director and Trustee of Jaguar Daimler Heritage Trust, stated that the brand is still actively gaining inspiration from previous models whilst embracing futuristic trends.
He explained: “I was lucky enough to be invited to the global press day where they launched their new branding ideas, and I was very excited by what I saw. They paid a lot of respect and time during the presentation , showing film of the wonderful cars that Jaguar Heritage look after.
“The presentation had an awful lot of colour and light – it was very futuristic. This launch has definitely set the world talking, which I suppose is what you want from a relaunch. For me, the solidness of the company was illustrated by the ideas they have for their new range, which will start launching next year. I’m really excited about it – I thought the ideas were superb.”
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Jaguar Daimler Heritage Trust has a wide range of iconic cars, including one of the first E-Types (Image: Getty)
Teased ahead of the official launch at the Miami Art Week, the Jaguar rebrand drops the famous leaping cat emblem in favour of a circular logo that features the letters J and R. A more modern typeface is also set to be used on the new models.
The new logo was accompanied by an unusual commercial, featuring people dressed in colourful outfits and phrases including ‘copy nothing’ and ‘delete ordinary’, yet showed none of the brands upcoming models, which are expected in late 2025.
In response to the relaunch, some viewers raised concerns that Jaguar were alienating their current customer base while others suggested the move will help to give the brand more appeal to younger drivers.
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Jaguar recently shared a teaser photo of their latest concept, featuring references to older models (Image: Jaguar)
Nevertheless, Joe noted that, whilst the models that can be expected from the relaunched Jaguar will be bold and futuristic, they will still feature nods to classics, such as the E-Type and XK140.
“It will be all electric, and the whole rebrand is very futuristic, especially at the Miami Fashion Week where they’re launching it. I think it will be a wonderful blend of classic, new, and exciting lines and ideas coming from the company that offers such a wonderful history.
“Nobody will ever forget the classic models. I think that Jaguar Heritage is now more important than ever to remind people of where this new and exciting brand is coming from. The world is changing and Jaguar needed a brand new image to take them into the future and this electric world.”
Currently, very little is known about the all-electric model range that will be offered at Jaguar dealerships from 2026. However, a sleek liftback has been spotted undergoing testing, featuring a traditional rectangular grille and a flat front end.
The company also released a teaser image of the rear end of a concept model, which features similar rear wings to an E-Type Coupe and what appears to be a large, flat air vent.
It is likely that the company will reveal more information about their new models at the opening of the Miami Art Week on December 2 2024.