Jaguar have lost their bite – and their bark for that matter.

Jaguar did a redesign of their logo the other day and, to put it lightly, it’s shit.

Now, it’s not like Jaguar have always been bad designers – this is the manufacturer that created possibly the most stunning car of recent years: the F-Type. The first version with the big puppy-dog headlights.

I mean the E-Type was probably the most stunning car of the twentieth century – it drove the often unemotional and stern Enzo Ferrari to call it “The most beautiful car in the world”. High praise indeed.

So what possessed the creator of such art to ruin their appearance with some cheap, off-the-shelf, corporate, modern, simplistic – need I go on – logo, which ruins the very focus of everything Jag: the animal itself.

They also released a concept car to back up this rebrand, and even the Jaguar on that has lost all detail, and is now a simple slab.

I will admit the teasers they’ve shown of the concept car do look interesting. It’s obviously pulled ideas from the rear of the F-Type, but with a squarer demeanour and sharper lines. It appears that Jaguar have read the Cybertruck book of design – but this ruins the sleek lines and stylish-yet-meaty looks, whose beauty would get even the butchest men a little bit teary.  

Jaguar have also decided that they’re an electric-only brand from December onwards. So there goes their bark.

The Colosseum of the Internet have deemed the rebrand not-worthy (Gladiator 2 is getting to me), amid strong backlash towards the new “woke” Jaguar. In response, Jaguar have stood firm on their rebrand, with Managing Director, Rawdon Glover, saying that they needed to “re-establish our brand and at a completely different price point so we need to act differently.”

Maybe Jaguar wanted this reaction however, along the lines of any publicity is good publicity. It’s got people talking about what used to be perceived as an old-man’s car. Maybe this “vile hatred” they mention was, in fact, their plan all along.

I think it’s a shame. Jaguar feels the need to adapt for a new market, but in the process of doing so, they’ve forgotten the one they already had.

And they decided to put a capital G in their name now. Maybe it’s now Ja Guar. Who sounds like a German drag-queen.