The Icon of British Luxury Embarks on a Bold New Era

Jaguar, a symbol of British automotive luxury, is preparing to enter a new chapter.

With the bold design we wrote about yesterday, an ambition to become an all-electric brand, and luxury models set to rival the best in the market, this marks one of the most radical steps in the brand’s history. However, this transformation is accompanied by criticism and questions about whether Jaguar is truly heading in the right direction.

A Rule-Breaking Concept

The centerpiece of Jaguar’s current plans is a new concept set to be unveiled on December 2 at Miami Art Week. The design stands out with dramatic lines, bold proportions, and an unapologetically provocative approach. The most controversial feature, however, is the absence of a rear window. Instead, vertical slats take its place, reminiscent of supercar elements but simultaneously unconventional and polarizing.

This concept is expected to preview a new luxury sedan priced from $130,000 (over 3 million CZK). With over 575 horsepower and a range exceeding 692 km, Jaguar aims to rival models like the Porsche Taycan or Tesla Model S.

This model is expected to hit the market by 2025, with Jaguar planning to introduce two more electric models by the end of the decade – an SUV and likely another luxury car. For now, we can take a look at the official spy photos released by Jaguar itself.

A Shocking Redesign

Jaguar’s transformation also includes a rebranding effort featuring a new logo and graphic identity. The brand name now uses a mix of uppercase and lowercase letters—“JaGUar”—to symbolize modernity and boldness. Promotional materials, including a dramatic video showcasing the concept, have faced ridicule on social media, with critics comparing them to luxury perfume ads or nightclub promotions.

Adding to the controversy, Jaguar has deleted all previous content from its social media channels to signify a fresh start. This move has drawn mixed reactions from fans, many of whom feel the brand has distanced itself from its own heritage.

The Bold Transition to EVs

Jaguar plans to become an all-electric brand by 2030. However, this vision comes at a time when the EV market faces challenges. Premium brands like Bentley and Porsche are slowing down their electric ambitions due to low demand and market uncertainties.

Jaguar is also grappling with another issue—it currently has no models in production. Its previous lineup has been discontinued, leaving the company entirely reliant on the success of its upcoming models. Any delays or failures could have devastating consequences for the brand.

A Future Full of Questions

Jaguar’s planned changes are admirably bold but come with significant risks. Transitioning from a premium brand to an ultra-luxury competitor is no small feat, especially against established names like Rolls-Royce and Bentley. Add to that the unpredictable EV market and a controversial redesign, and the path forward seems fraught with challenges.

Can Jaguar capture the attention of a new generation of customers and become a leader in the luxury EV segment? Or will its ambitions prove too risky, potentially jeopardizing the brand’s future?

What Do You Think?

Do you like Jaguar’s new direction? Are you impressed by their bold design and strategy? Share your thoughts in the comments and stay tuned to our website for more updates on the upcoming concept!

Source: Jaguar