Jaguar has entered a bold new chapter, unveiling a fully reimagined identity rooted in the ethos of its founder, Sir William Lyons. The transformation embraces Lyons' timeless philosophy: “A Jaguar should be a copy of nothing.” This principle forms the foundation of the brand’s rebirth, characterised by originality and fearless creativity.

At the heart of the new Jaguar lies Exuberant Modernism, a creative philosophy shaping every aspect of its identity. It celebrates bold designs, innovative thinking, and an unapologetically original character. This marks a return to Jaguar’s essence, creating a brand that is as daring as it is distinctive.

A Vision of Fearless Originality

Jaguar has always been synonymous with originality. Sir William Lyons’ belief in uniqueness inspired a legacy of exceptional design. Now, under the leadership of Professor Gerry McGovern OBE, Chief Creative Officer, the brand reclaims its place as a beacon of modern artistry and imagination.

"New Jaguar is imaginative, bold, and artistic at every touchpoint. It’s a brand built on originality, enriched by fearless creativity and designed to inspire," says McGovern. This transformation seeks to restore Jaguar’s status as a beloved icon, one that enriches the lives of its clients and community.

Symbols of Change: Jaguar’s New Brand Identity

Jaguar’s new identity was revealed on the 19th November 2024, anchored by four key symbols that express its transformed character. Each element tells a story of originality and hints at the brand’s future:

1. Device Mark

A bold signature of geometric precision, seamlessly blending uppercase and lowercase forms. It’s a modernist celebration of symmetry and simplicity.

2. Strikethrough

A striking linear graphic that embodies Jaguar’s defiance of imitation and the ordinary. This instantly recognisable feature underscores its uncompromising approach.

3. Exuberant Colours

Inspired by the artist’s palette, vibrant primary colours – yellow, red, and blue – add texture and movement, reflecting Jaguar’s connection to the art world.

4. Maker’s Marks

Featuring the reimagined ‘leaper’, Jaguar’s hallmark of excellence, and a monogram that signifies the brand’s creative flourish. These elements encapsulate the craftsmanship behind every Jaguar creation.

The Future of Jaguar

Jaguar is embarking on a bold transformation to redefine itself as an ultra-luxury, all-electric brand. Central to Jaguar Land Rover’s "Reimagine" strategy, this pivot involves retiring the current line-up of models, including fan favorites like the F-TYPE, E-PACE, and I-PACE, as production winds down by the end of 2024. In their place, Jaguar will launch a completely new portfolio, starting in 2026 with a high-performance electric GT. During this transitional phase, dealerships will focus on approved used Jaguar sales, aftercare services and supporting existing customers.

The next milestone in Jaguar’s transformation will be revealed at Miami Art Week on 2nd December 2024, at 8pm (U.S. EST). This event will feature the global debut of Jaguar’s Design Vision Concept, a bold expression of the brand’s new philosophy, Copy Nothing. This installation will not only showcase Jaguar’s fearless creativity but also highlight its commitment to championing artistic expression. Through curated gallery spaces in Miami, Jaguar will partner with emerging artists who share its ethos of originality and innovation.

The Future of Harwoods Jaguar

As part of the JLR visionary "Reimagine" strategy, updates to the retail network are essential. At Harwoods, we have reconfigured our Jaguar, Defender, Discovery, and Range Rover sales and service operations to align with this forward-thinking approach, with changes taking place from November 2024.

We recognise that these changes come with some adjustments, as some locations are having to close as part of the transformation. Within the Harwoods family, our Basingstoke, Brighton, and Crawley dealerships remain dedicated to serving Jaguar customers. These locations will provide approved used Jaguar models and comprehensive aftercare services, ensuring continuity of support for Jaguar owners.

For customers with vehicles on order or service appointments at affected sites, our dedicated team are proactively reaching out to discuss your options. We are committed to making this transition as smooth as possible while maintaining the high standards of service you expect from Harwoods.

A Fearless Reset

Jaguar’s reinvention is nothing short of transformative. Rawdon Glover, Managing Director of Jaguar, describes it as a complete reset "To bring back such a globally renowned brand, we had to be fearless. Jaguar has always excelled when challenging convention. This new identity reclaims Jaguar’s originality and inspires a new generation. I’m thrilled for the world to see what’s next."

As Jaguar reclaims its place at the forefront of design and innovation, it invites the world to experience a brand built on boldness, creativity, and the spirit to delete ordinary. For more on Jaguar’s transformation, visit: www.jaguar.co.uk/copy-nothing