Brand guide · updated August 2026

Jaguar

Jaguar is mid-reinvention: the storied British sporting marque paused most of its combustion range to relaunch as an ultra-premium electric brand, previewed by the polarising Type 00 concept and its 'copy nothing' rebrand. The existing F-Pace and I-Pace showed Jaguar could build desirable SUVs and a genuinely early premium EV; the new era aims far above old price points. Heritage — E-Type beauty, XJ presence, Le Mans wins — remains the brand's deepest asset. Whether loyalists follow the leap upmarket is the live question.