As part of a significant brand transformation, Jaguar has temporarily halted sales of its models in the UK.
Jaguar is embracing a new identity, marked by a minimalist logo and a shift to producing exclusively electric vehicles. The redesigned logo features a modern twist, with a unique capitalization of the letters in the middle of the name: JaGUar. Alongside this change, the brand has introduced the slogan “Delete the Ordinary,” signaling its commitment to breaking away from conventional norms and embracing bold innovation.
The company describes the rebranding as a “powerful celebration of modernism,” reflecting its new focus and ambitions.
According to the BBC, Jaguar plans to launch three all-electric models in 2026, marking a new chapter in its storied history. CEO Rawdon Glover emphasized that the company aims to redefine public perceptions of what Jaguar represents.
“We need to change how people view Jaguar and its legacy,” Glover explained. To reinforce this transformation, Jaguar has ceased sales of its current models across the UK market.
This pause in sales is part of Jaguar’s strategy to signal a clear departure from its past. Glover described the decision as an essential step in creating a distinct separation between the brand’s previous identity and its forward-looking vision.
