Jaguar unveils huge rebrand as it ends all petrol and diesel cars

has unveiled a major new rebrand with the British firm reinvesting itself as an all- luxury automaker. 

At the centre of the new update is an updated logo, fresh colours and a unique identifier with the company boldly changing its position. 

It appears Jaguar is hoping to become a serious challenger to luxury brands such as Rolls Royce and Bentley. 

The move comes after a bold strategy to take a year off from production as teams get to work on building three new electric models to launch in 2026.

The decision means the brand will models in 2024.

It’s a slightly with Aston Martin boss Lawrence Stroll previously admitting the brand would

Rawdon Glover, Managing Director of Jaguar stressed the move was a “complete reset” for the company. 

He explained: “To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention.

“That ethos is seen in our new brand identity today and will be further revealed over the coming months.

“This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”

The first new generation of electric Jaguar is expected to be a four-door ‘GT’ car set to challenge the Porsahce Taycan. 

However, the concept car is expected to be shown off in December but deliveries will not begin for another two years. 

The demographic of EV customers is likely behind the change of approach in a bid to draw in high-income customers. 

It means Jaguar has had to adopt a more exclusive product to secure higher profit margins for its machines. 

Rawdon previously explained: “We’ve chosen a value over volume game, which is why we’ve gone to the price points we’ve gone to.

“I wouldn’t say the EV market development is irrelevant, but I think it’s less relevant than perhaps it would be if I was in more of a commoditised volume segment.”