Jaguar was started in England, in 1922, as a small car manufacturer named the Swallow Sidecar Company by founder, William Lyons. But then, in 1935, Lyon developed the SS Jaguar, a breakthrough that took the car world by storm. Word of the company spread like wildfire over Europe, and soon Jaguar was a massive line of visually stunning and powerful vehicles. Jaguar soon became a staple brand for the British motor industry, showcasing its innovation with sports cars such as the XK120, C-Type, and D-Type which were some of the fastest cars in the world at the time. Its rich history makes it one of the greatest car companies on earth, constantly breaking barriers and creating beautiful, powerful machines for the world to fixate their attention on. Motor enthusiasts coveted the sight of the Jaguar’s famous racing green, and until its rebrand this year, they still did.
With a lack of innovation and money-minded executives, Jaguar’s sales have been steadily declining over the course of the past 10 years. With this in mind, executives and stockholders came up with a completely new design for the Jaguar brand, completely flipping the company upside down into a new, more refined one with the slogan “Copy Nothing.” However, this new rebrand has come at a cost. By 2026, Jaguar will become an all-electric company, no longer selling their staple cars such as the F-Type, a beautiful V8 luxury sports car whose final model is the 2024 version. They will end their rich history of loud, extraordinary vehicles and replace them with ugly, all-electric ones. Many famous car enthusiasts have been saddened by the rebrand. People like James May, an original Top Gear and Grand Tour presenter and long-time Jaguar lover, spoke on the BBC, saying “I just hope in my heart that they have come up with something genuinely contemporary and they haven’t in the last moment resorted to, despite their androgynous multi-hued advert, giving us something that’s faux-heritage.” In 2026, Jaguar will become fully electric, trading off its ingenuity for profits, a sad ending to an incredible history originating all those years ago. A history that was full of innovation, creativity, and desire to break boundaries, which can and will never be replaced.
Stuart • Dec 24, 2024 at 2:42 pm
I find it hard to believe this is result of all their in house styling. department . My 5 yr old grandson could do better. It must be a hoax to get us talking. Considering the US its biggest market is not embracing or even suitable for electric vehicles why are jaguar going all electric. Economic suicide.
M Peckatt • Dec 24, 2024 at 1:45 pm
Very sad.
Robert Brown • Dec 24, 2024 at 10:41 am
Two long paragraphs and you failed to mention Jaguar’s most illustrious car, the E-Type. Despite your appreciation of the F-Type, sales were poor. Jaguar sales have been declining for years and had they continued on the same path, bankruptcy would surely have been in the near future. The rebranding campaign is awful though.
Capt. SHADOW • Dec 24, 2024 at 10:33 am
Sadly another victim of this ridiculous, woke .lunacy ,they will have spent tens of thousands on the stupid project,that will loke kill the brand stone dead!
Paul • Dec 24, 2024 at 9:02 am
All the propaganda and worry about the rebrand will mean nothing, and means nothing, the only thing that matters is how good the car is when it’s launched
My personal opinion is that they should make new Daimler limousine, this would surely be New Luxury
Si • Dec 24, 2024 at 8:22 am
If people feel so strong about Jaguars past masters, perhaps they should have dug deeper into there wallets and brought one instead of dwelling on the past. When BMW unveiled the Chris Bangles design language peopled loved or loathed it. People still went out and brought them. Even though they were the most ugliest BMW’s around and still are. Everything needs a change and everyone has the right to express there opinions and jaGUar just has!
Tudor • Dec 24, 2024 at 8:18 am
The rebranding is brilliant, all car companies have to move forward, but yes it has to be radical and inovative. The new design suggest this, all the best Jaguar!
Derrick Small • Dec 24, 2024 at 8:03 am
Jaguar only mistake was forgetting what there seces was based on make it as fast as you can and buttiful to look at there original target was Bentley to do it better at 1/2 the price and it worked they lost their way trying to complete with Ford and way to meny models they only needed one spots car and one sedan with the fastest motor they can get
2 meny choices drove the price and the quality out of control
For example there 5 literally supercharged v8 should have been in every single car they made it is a ausom motor it wound up in less than 10% of there cars and they got tricked into being part of 155 mph limited speed that was foolish when the others always had ways around it
Dan Cowell • Dec 24, 2024 at 6:27 am
At some stage all car manufacturers will be to go electric, however I agree that Jaguar seems to have gone too far too soon and in the process alienated the core of their existing customers
Thomson • Dec 24, 2024 at 5:55 am
Jaguar is long gone.
They used build beautiful cars. Grace pace and elegance.
Now they are a load of Tata rubbish ! Engines don’t run 5 minutes till they break . Warrants don’t cover breaking Engines iv read.
John • Dec 24, 2024 at 5:18 am
Lazy article…
The internal combustion engine is being pushed out like it or not.. (NOT) but JLR need to move on or miss out..
They’re already late to the EV market but thankfully their RangeRovers have little to challenge them other than the “I broke down” comments from people who mostly don’t even own the latest models so they can throw some money at this rebranding..
Jim • Dec 24, 2024 at 12:28 am
They destroyed themselves, going woke. Big mistake
Anthony Goodall • Dec 23, 2024 at 5:24 pm
Apparantly the executives have never heard of….Bud Lite.
Chris Baldwin • Dec 23, 2024 at 3:12 pm
I don’t want an electric car, give customers a choice ,we are being herded into one mind ,one sense of direction,I am a normal guy ,many interests in petrol cars, from 60s a teenager in the seventies,at that timei loved the Cortina 1600e , and really many cars from different manufacturers,the ultimate E,type Jaguar,thank you for giving me. the opportunity to express my thoughts and opinions,I am not a dinosaur or anything else, but when the petrol engine vehicle come to an end,the won,t come again,
Goodwin Paul • Dec 23, 2024 at 3:04 pm
Well said James, a terrible shame but I feel we will be witnessing a proud brand,throwing away a great heritage and fading away with a whimper not a roar
Fernando Soto • Dec 23, 2024 at 2:19 pm
Except for the underpowered F model, Jaguar had already lost its way, the amorphous models looking like any of the more reliable Japanese or Korean sedans. The XJ6, the XK8 and the XJS were some of the most beautiful recent designs, but the underpowered and unreliable powertrains could not compete.
Roger • Dec 22, 2024 at 1:40 pm
Just baffling!
Why give up on Heritage and loyalty?
Totally unfathomable plan, lunatics have taken over the asylum!
Barrie Wills • Dec 22, 2024 at 12:10 pm
Too true but very sad – an ex-apprentice from the Lyons era.
Grog • Dec 22, 2024 at 11:40 am
Jaguar sell to loyal returning customers.
I was one.
I will NOT purchase one of the hideous new creations.
Sadly I must seek out used classics for my next ride.
MR A B RODGERS • Dec 22, 2024 at 9:56 am
Jaguar, a vehicle manufacturer which currently manufactures no vehicles, is a hot topic and hogs the industry headlines.
I’m a multiple jaguar buyer yet I’ve never known them be so prominent in the motoring press. They’ve certainly hooked you, haven’t they?
Malcolm • Dec 22, 2024 at 9:27 am
Say “ta ta” to Jaquar.
Anthony Carl Mamut • Dec 22, 2024 at 8:41 am
There was nothing like the Supercharged XJ16 inline 6 that lived beneath the bonnet of my 1995 XJR sedan.
Power, Smoothness, and Class.