• News
    • Tech
    • Lifestyle
    • Business
    • Opinion
    • Premium
  • Reviews
  • Events
    • Nigeria
    • South Africa
  • Tools
    • Price Guide
    • Find your idea car
    • Car valuation
    • Sell your car
    • Car insurance quote
    • Locate a dealer
    • Deals
  • For Sale
    • New Cars for sale
    • Cheap Cars for sale
    • Bikes for sale
    • Trucks for sale
    • Boats for sale
    • Jets for sale in Africa
    • Cars under 5m
    • EV in Nigeria
    • EV in South Africa
Friday, September 5, 2025
  • Login
Auto Journal Africa
  • News
    • Tech
    • Lifestyle
    • Business
    • Opinion
    • Premium
  • Reviews
  • Events
    • Nigeria
    • South Africa
  • Tools
    • Price Guide
    • Find your idea car
    • Car valuation
    • Sell your car
    • Car insurance quote
    • Locate a dealer
    • Deals
  • For Sale
    • New Cars for sale
    • Cheap Cars for sale
    • Bikes for sale
    • Trucks for sale
    • Boats for sale
    • Jets for sale in Africa
    • Cars under 5m
    • EV in Nigeria
    • EV in South Africa
Ask Autojorunal AI
No Result
View All Result
  • News
    • Tech
    • Lifestyle
    • Business
    • Opinion
    • Premium
  • Reviews
  • Events
    • Nigeria
    • South Africa
  • Tools
    • Price Guide
    • Find your idea car
    • Car valuation
    • Sell your car
    • Car insurance quote
    • Locate a dealer
    • Deals
  • For Sale
    • New Cars for sale
    • Cheap Cars for sale
    • Bikes for sale
    • Trucks for sale
    • Boats for sale
    • Jets for sale in Africa
    • Cars under 5m
    • EV in Nigeria
    • EV in South Africa
No Result
View All Result
Morning News
No Result
View All Result
Home News Brand

Jaguar’s controversial rebrand: Will bold moves pay off in competitive EV market?

...defends bold rebrand amid push to electric future

David Ijaseun by David Ijaseun
November 24, 2024
in Brand, Premium
0
Jaguar EV logo

Jaguar EV logo

502
SHARES
7.6k
VIEWS
Share on FacebookShare on Twitter

Luxury automaker Jaguar, a Tata Motors subsidiary, is facing a wave of backlash over its recent rebrand. The overhaul, part of its pivot to an all-electric lineup by 2026, has sparked intense debate online. Critics have slammed the new design, which reimagines Jaguar’s iconic “leaper” logo and adopts an avant-garde style, as “out of touch.”

Jaguar, known for its classic British heritage, responded to the criticism, calling the rebrand “a bold leap forward.” The redesign is part of the company’s “Exuberant Modernism” strategy, which aims to appeal to a younger, affluent audience. “We’ve preserved iconic symbols while embracing a dramatic new era,” Jaguar said in a statement.

READ ALSO

Uber, Bolt lose rider trust in South Africa over safety and service issues

Giorgio Armani, designer, dreamer, and yachtsman who changed modern style, Dies at 91

The rebrand has ignited over 50,000 social media responses, with opinions ranging from intrigue to outrage. Marketing expert Gary Jenkins noted, “Everyone’s talking about Jaguar. That’s a win in itself, even if opinions differ.”

Jaguar’s marketing push aligns with its ambitious plan to introduce three new electric vehicles, including a high-end four-door GT starting at over $100,000. The company will showcase its new vision at Miami Art Week, targeting the ultra-luxury market.

While Jaguar reported a 39% annual rise in unit sales to 13,528 by April 2024, this is a stark drop from 81,570 a decade ago. Industry analysts caution that the electric vehicle market is fiercely competitive. Automotive commentator Mark Smyth added, “Jaguar is banking on the high-end market where margins, not volume, drive profitability.”

Despite criticism, Jaguar remains optimistic. Managing Director Rawdon Glover said the shift away from “traditional automotive stereotypes” is critical to redefining the brand. “We’re building a future Jaguar for a new era of customers,” Glover stated.

The success of this bold gamble, experts agree, will ultimately hinge on whether it can translate controversy into sales.

Read more on Why Jaguar’s logo makeover has everyone talking

Tags: EVJaguarLuxury carsTop premium

Related Posts

Uber in South Africa
Africa

Uber, Bolt lose rider trust in South Africa over safety and service issues

September 4, 2025
Giorgio Armani dies at 91
Business

Giorgio Armani, designer, dreamer, and yachtsman who changed modern style, Dies at 91

September 4, 2025
Cleaner transport: NEDC launches 1,000 Electric vehicles and health plan in Adamawa
News

Cleaner transport: NEDC launches 1,000 Electric vehicles and health plan in Adamawa

September 4, 2025
ArcelorMittal South Africa steel industry
News

ArcelorMittal to axe 4,000 jobs, nearly half its South African workforce

September 3, 2025
Electric vehicles plant in Kenya
Africa

Kenya bets on EVs to cut fuel imports and create jobs as local assembly surges 16%

September 3, 2025
Bugatti grand tour in morocco
Africa

Bugatti trades Monaco boulevards for Morocco’s rugged roads

September 3, 2025
Next Post
Volkswagen cut cost

Volkswagen's plans to cut costs by €4bn sparks union backlash, threat of Strikes

POPULAR NEWS

Inferno at Toyota 1000 Desert Race consumes 49 cars

Inferno at Toyota 1000 Desert Race consumes 49 cars

July 3, 2023
Mobius Motors

Mobius Motors: Rising taxes, competition ends Kenyan SUV maker’s journey

August 7, 2024
Autojournal car race

Get ready for the biggest RACE show this December in Nigeria

August 12, 2024
From style to sustainability: How Geely Auto is shaping the future of luxury vehicles

From style to sustainability: How Geely Auto is shaping the future of luxury vehicles

October 25, 2024
Oyo State Governor gifts Saheed Osupa Toyota Prado SUV worth ₦70M 

Oyo State Governor gifts Saheed Osupa Toyota Prado SUV worth ₦70M 

August 22, 2023

EDITOR'S PICK

Hilda Baci new Range Rover

Hilda Baci receives Range Rover Velar SUV as birthday gift

February 23, 2024
Mobius 2

Mobius 2

February 1, 2025
Three of the best warships from World War II

Three of the best warships from World War II

January 14, 2023
F1 2025 preview: New teams, bold moves, and unfinished business

F1 2025 preview: New teams, bold moves, and unfinished business

March 8, 2025

About

Auto Journal Africa is the leading online and print magazine for automobiles in Africa.

Follow us

Recent Posts

  • Uber, Bolt lose rider trust in South Africa over safety and service issues
  • Giorgio Armani, designer, dreamer, and yachtsman who changed modern style, Dies at 91
  • Cleaner transport: NEDC launches 1,000 Electric vehicles and health plan in Adamawa
  • ArcelorMittal to axe 4,000 jobs, nearly half its South African workforce

Links

  • Privacy Policy
  • About Us
  • Contact Us
  • News
  • Reviews
  • Events
  • Tools
  • For Sale

© 2023 Auto Journal

No Result
View All Result
  • News
    • Tech
    • Lifestyle
    • Business
    • Opinion
    • Premium
  • Reviews
  • Events
    • Nigeria
    • South Africa
  • Tools
    • Price Guide
    • Find your idea car
    • Car valuation
    • Sell your car
    • Car insurance quote
    • Locate a dealer
    • Deals
  • For Sale
    • New Cars for sale
    • Cheap Cars for sale
    • Bikes for sale
    • Trucks for sale
    • Boats for sale
    • Jets for sale in Africa
    • Cars under 5m
    • EV in Nigeria
    • EV in South Africa

© 2023 Auto Journal

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In