Jaguar has released another two preview images of its upcoming Design Vision Concept, showcasing how the reimagined Leaper logo will be used in its new cars.
It appears to conceal a rear-facing camera, which could hint at the use of rear-view cameras rather than traditional mirrors – an element of the brand's future models exclusively reported by Autocar last year.
It follows yesterday's (20 November) unexpected release of a teaser image for the concept, confirming Autocar's report that it will also omit a traditional rear window.
It also showcased the concept's dramatic proportions, with a remarkably wide rear wheel arch and track, as well as a repeated contrast between smooth curves and hard-edged straight lines.
Conventional rear lights can't be seen: they are either out of view of the preview shot or are concealed by the prominent slats running across the tail.
These slats mirror those featured in the new Leaper logo, suggesting the concept could showcase Jaguar's new branding in large scale.
The image was posted to social media accompanied by the text “copy nothing”, reiterating the mantra of JLR creative chief Gerry McGovern – and a phrase that is derived from that of Jaguar founder William Lyons.
02 Dec 2024 Miami.Copy nothing.#Jaguar pic.twitter.com/NtLn7j1T7Y
— Jaguar (@Jaguar) November 20, 2024
The unexpected post comes in the wake of the strong reaction to Jaguar’s rebranding, which was detailed in full on 19 November.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” said McGovern.
JLR CEO Adrian Mardell has described Jaguar’s rebirth as “a complete reset”, calling its new effort “something spectacular”.
The concept will be shown in full on 2 December at Miami Art Week in Florida, the US.
It's set to preview a four-door electric GT, which will be the first in a three-car line-up due from 2026.
The production car, which recently began road testing, will pack north of 575bhp and have a range of more than 430 miles. It will be priced in excess of £100,000, positioning it as a rival for the Porsche Taycan.
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Maybe their grand plan is that in 18 months time everyone will have forgotten they ever existed and they can quietly walk away....
I may already have commented in respect of another article on the Jaguar relaunch. So at the risk of repeating myself, all this talk about alienating previous Jaguar customers is just nonsense.
This is exactly what Jaguar want. The vast majority of previous customers, and I can include myself having owned six new Jaguars over a twenty year period from 1995, will not be the customers that the new model is targeting.
The whole point of the relaunch is to take the brand much further upmarket, with we are told by Autocar a starting point of 130k. How many customers driving round in XE's XF's or F-Paces will be in a position to trade their existing Jaguar for one of these new car's!
It's a bit like going into a Bentley dealer with your three year old 2.0 litre XE diesel, and saying its time to change, and I would like to try a new Continental GT. You would look a little bit daft, unless you had won the lottery, or received a massive inheritanc
Put simply the existing customer Base are not going to be able to afford to part ex their existing car's!
The problem for Jaguar is whether they can be an accepted alternative to as I say a Bentley or perhaps Aston Martin. Any accosiation with their old models and customers is the last thing they want.
If the new car, as I suspect it may well be, is the jaw dropping car that is being promised, they stand a good chance.
My late father was one of the first customers when the original XJ6 was launched in the late 60s, and I remember the impression it gave when revealed - Wow! I've got to have one these!
Whilst at a completely different price point, if the new car and range can achieve the same, then despite all the negative press of late, they could be onto a winner!
I'm probably at risk of triggering the wrath and usual tantrums of liberal elitists by stating common sense here, but that TV advert is very likely going to kill Jaguar by alienating their loyal fan base at a time when they're having money problems anyway.
I've also heard people saying they're not going to buy a second hand Jaguar because of not wanting to be associated with that ad or the pretentious and arrogant dialogue coming from whoever is pulling the strings at Jaguar now. There's only so much ridicule a person can stand, made even more painful if the new cars cost much more than they already did.
Just because there's so much, as some people describe it, "woke" content in advertising now, doesn't mean the majority of people like that heavy handed message (that usually has nothing to do with the product being sold) or will be happy being forced to like it if that's all they see now. Some are even boycotting products just because of the adverts associated to them and the non-product-related messages they give out.
Jaguar is part of Britain's history and heritage, and sells on that. To try to make it something else or to subject it to the same treatment the progressives love to exert on anything traditionally British is to add insult to injury.
And the ad didn't even feature anything about a car either (it was too busy trying to demonstrate its ideologies instead).
Disagree and rant about this post if you like; we'll see what happens to Jaguar if they continue to embrace the ridiculous.
As out of touch and late to the party as this virtue signaling ad is, if JaGUar come up with mind blowing "GOT TO HAVE IT!" product, the ad will just be a footnote. The ad won't affect my decision whether to buy this new JaG or not.
Fabulous, but don't you have a local Reform chat group where you can share your intolerant opinions?
I'm sure there are many loyal fans there.
who is your reply directed at?
Except that image didn't sell cars. People don't want a product associated with stuffy old grey men. Maybe they won't by this new product either, but what they were doing and the image they'd cultivated didn't work and clearly aliented most of the luxury car buyers.