Jaguar’s relaunch
What, exactly, is REALLY going on with Jaguar? So far, we know the following:
1. No new cars will be produced until 2026.2. When production does restart, Jaguar will be an electric-only brand.3. When production restarts, the existing 80-strong dealer network will be reduced to just 20.4. A new logo and branding has been announced, to a somewhat ‘mixed’ public reaction.
Unsurprisingly, the new image has not been especially well-received by dyed in the wool Jaguar enthusiasts, and there has been much ‘discussion’ online, little of it favourable. It’s impossible to believe, however, that those behind this brand relaunch didn’t anticipate the reaction. On the contrary, surely, it’s exactly what was expected and will help support their message that the new, 2026-on Jaguar is indeed very different indeed…
