The British automaker is repositioning itself as an ultra-luxury EV brand, and the new direction is accompanied by a fresh set of badges for future Jaguars.
Jaguar has debuted new logos and graphic designs, preparing to relaunch itself as an exclusive, high-priced luxury EV brand that competes in the league of Rolls-Royce and Bentley.A new 'leaper' emulates Jaguar hood ornaments of old but with a more angular appearance against a stylized 'strikethrough' backdrop.A new typeface combines uppercase and lowercase letters, as does a new circular badge featuring a 'J' and an 'r.
Jaguar also confirmed that its EVs will be compatible with Tesla's Supercharger network without needing an adapter, implying a NACS-style charging port.For now, however, Jaguar is focusing on design, claiming that styling is what will differentiate its EVs from the competition. The company describes the current crop of EVs as a homogeneous mass of high-riding, cab-forward, aerodynamic-focused blobs. Jaguar intends to counteract that with cars that are low and feature elongated proportions.
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