Jaguar will build only electric cars from 2026. And it will do so under a completely new identity with a new logo. But employees hate it, leaked email shows.
Jaguar's designers are highly dissatisfied with the car brand's new logo, which was launched at the end of 2024. A leaked internal email reveals criticism of both the logo and the process behind its creation.
In the email, allegedly signed by 30 designers at Jaguar and addressed to the company's creative director, Gerry McGovern, the employees complain that the rebranding project was given to an external agency.
The design team is also disappointed with the final result.
"We believe the logo is inconsistent with the narrative and visual identity behind the Panthera products," Jaguar designers wrote in the email, which was delivered to McGovern more than two years before the logo's launch.
– On the product it seems too rounded and playful. Which for us does not convey the feeling of 'luxury'.
It was also noted that the logo has obvious similarities to other brands, "when we should be a 'copy of nothing,'" the letter continued.
External agency Accenture Interactive, which took over Jaguar's creative agency, Spark44, in 2021, was behind last year's rebranding exercise. The change has apparently irritated the designers as much as the final result.
– As a team, we worked together across our design disciplines to create a holistic and modern luxury narrative for the project.
"Everything was designed authentically with meaning and soul, with a clear purpose," the design team told Autocar India .
Since 2008, the Jaguar-Land Rover group has been owned by Indian Tata Motors, which paid Ford $2.3 billion, which today would be equivalent to 16.6 billion kroner, for control of the group.
Jaguar's rebranding project in late 2024 generated a lot of publicity, most of it negative. The leaked letter suggests that the dissatisfaction came not only from the public, but also from Jaguar's own designers.
Boosted has subsequently been able to report that Jaguar's used car customers have also left the brand. Read more about it here .
