Jaguar roars into luxury, targets Bentley and Maserati
Jaguar is ending the production of its current models, drawing a bold line through the past. Now, it aims to be more luxurious and extravagant, with a new logo signaling these changes.
Jaguar no longer wants to compete with the German premium trio. The British brand is aiming higher, targeting Bentley and Maserati. Future models with the cat on the hood will, therefore, be more expensive and more luxurious than before.
We will probably discover what they will look like on December 2nd during Miami Art Week, where Jaguar will showcase the "physical manifestation of its creative philosophy, Exuberant Modernism." It's possible that this elaborate phrase simply hides a preproduction concept.
If so, it will be the first model dressed in the new logo and brand markings, which we learned about today. The highlight is still the leaping jaguar, though sleeker and less detailed than before.
The brand's fonts have also been simplified. The "Jaguar" name now consists of very clear, minimalist letters devoid of unnecessary embellishments. In my opinion, they lack a bit of "claw." It's elegant but perhaps too polite. Will it be the same with the brand's future models? Time will tell.
