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Jaguar, the iconic British luxury automaker owned by Tata Motors, is embracing a bold transformation as it moves toward an all-electric future. The brand has unveiled a new logo and refreshed branding, highlighting its commitment to innovation, luxury, and modernity. Jaguar’s latest rebranding, which replaced its iconic leaping jaguar with a minimalist wordmark, sparked widespread criticism for losing its essence. The shift highlights the growing trend of brands targeting Gen Z with bold yet sometimes misaligned updates. Industry experts weigh in on the fine line between evolution and overcompensation. The Jaguar brand transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity. JLR CEO Adrian Mardell will step down in November 2025. Tata Motors has named group CFO P.B. Balaji as his successor. The controversy over Jaguar’s brand design is still making waves, months after its late-2024 unveiling, aimed at sparking interest among people.
