Jaguar redefines luxury: Eyes on Bentley, Maserati competition
Jaguar is ending the production of its current models, marking a significant shift from its past. The brand now aims to be more luxurious and extravagant, with a new logo signalling 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 luxurious than before.
We will likely find out what they will look like on December 2nd during Miami Art Week, where Jaguar will showcase "the physical manifestation of its Exuberant Modernism creative philosophy." It is possible that this elaborate phrase simply conceals a preproduction concept.
If so, it will be the first model to feature the new logo and brand markings, which will be revealed today. The highlight remains the leaping jaguar, now sleeker and less detailed.
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.
