Jaguar has a new logo. That should be enough to save the brand when or if production resumes in 2026.
Jaguar is betting that a new logo can help save the car brand from the crisis it is in. Sales of Jaguar cars have fallen drastically both globally and in Denmark.
In the first 10 months of 2024, only 2 Jaguar models have been sold in Denmark, compared to 10 in the same period in 2023.
To meet the crisis, Jaguar has announced a number of extensive changes. The model range is reduced so that only the Jaguar F-Pace SUV remains.
In addition, a new logo, a new graphic profile and a new font are introduced. Brand manager Rawdon Glober believes that it takes courage to relaunch such a well-known brand.
– We have not sniffed anything white, so it is good enough, says Glober, but referring to the new logo according to Car Dealer Magazine .
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Jaguar plans to present a concept car that will show the new design language for the upcoming models.
Three new electric cars are under development, and all are expected to have a price of over 1 million kroner. In addition, Jaguar will open new showrooms in exclusive metropolitan areas to offer customers a different experience.
The strategy to focus on more expensive electric cars and a new logo is an attempt to reposition Jaguar in the market. Whether that is enough to save the car brand is yet to be seen.
