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JAGUAR has riled up gearheads after the iconic British car maker axed its famous big cat logo.
Unveiling the change in a glossy new advert – which failed to show any cars – the sports car brand of 89 years entered their long-promised new era with bright colours and catwalk models.
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The 30-second ad displayed a number of slogans, including “live vivid”, “delete ordinary” and “copy nothing”, but seemingly alienated old school fans.
Their new logo, which features the word Jaguar, with each golden letter in lower case – apart from G and U so that it’s written as JaGUar – has “seamlessly blended upper and lower case characters in visual harmony”, according to a spokesperson.
Jag are perhaps best known for their bonnet mascot, which showed a silver jaguar cat in mid-leap with a snarl.
But the hood ornament style was dropped completely from new cars from 2005, with a roaring jaguar logo introduced in its place.
The circular emblem with a front-facing silver jaguar cat roaring, usually included a red background and silver border.
The change comes as the company, famous for the classic E-Type and the exective S-Type and XJR sedans, is set to relaunch as an electric-only brand with three new EVs to be produced in 2026.
The British manufacturer has already discontinued its entire range of cars as it moves away from petrol and diesel vehicles.
The change has sparked a heated debate, with one Facebook user commenting on the video: “If I wasn’t sure before, now I’m convinced Jaguar have completely lost the plot. This woke nonsense won’t gain anything.”
Another wrote: “Please tell me this is fake. Jaguar really has hit the self destruct button.”
And a third said: “As someone who worked for this iconic brand up until production cessation in June it really does sadden me to see the direction the company has decided to take.”
Managing director Rawdon Glover said: “We need to change people’s perceptions of what Jaguar stands for.
“And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Jaguar Land Rover (JLR) chief creative officer Gerry McGovern added the re-branding was “imaginative, bold and artistic” and “unique and fearless”.
JLR’s first car to roll out after the re-brand will be a four-door all-electric GT built in Solihull, West Midlands, England.
The firm had already discontinued the XE, XF and F-Type models.
UK production of the E-Pace and I-Pace has also ceased, with global production shutting down by the end of the year.
Only the F-Pace will see its run carried over into 2025, but will be discontinued at the end of the year.
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