As the brand moves in a new direction for the future, Jaguar embarks on a transformative journey, redefining its identity with a bold creative philosophy known as “Exuberant Modernism.”
This evolution returns to the principles set by Jaguar’s founder, Sir William Lyons, who championed originality with the mantra: “A Jaguar should be a copy of nothing.” The new direction seeks to revitalize the brand’s legacy while positioning it for a modern audience.
Jaguar Makers Mark Leaper
The reimagined Jaguar is defined by Exuberant Modernism, a philosophy that emphasizes bold designs and innovative thinking. Professor Gerry McGovern OBE, Jaguar’s Chief Creative Officer, describes it as a fusion of imagination, artistry, and fearlessness.
“Our vision for Jaguar today is informed by Sir William Lyons’ philosophy. The new Jaguar is imaginative, bold, and artistic at every touchpoint. We are reimagining the brand to restore its status as a beacon of creativity while making it relevant for a contemporary audience,” McGovern stated.
Jaguar Monogram
The transformation begins with the unveiling of Jaguar’s new brand identity, which features a striking visual language that reflects the company’s values and hints at its future direction. Four symbols have been introduced, each encapsulating the essence of the brand and its bold aspirations.
Jaguar Monogram
This reimagining signals Jaguar’s commitment to originality and creativity as it seeks to captivate a new generation of enthusiasts while honoring its storied heritage.
One thing is for sure. With this change of direction, we will expect all-new EV models going forward.
