Leaked photos give first look at new £100,000 Jaguar after huge re-brand

Jaguar’s advert for its new electric car had all the internet talking about it last month, with many shocked at the direction of the historic British brand.

Not everyone liked the teaser video, which featured a diverse cast of models wearing bold colours and the slogan ‘copy nothing’, but no cars.

Now we know what they were selling, with the design concept set to be officially unveiled at Miami Art Week overnight.

Jaguar paused making cars a year ago to focus on reinventing the brand and will launch three new luxury electric vehicles.

The relaunch will start with a four-door GT set to be revealed in a year and go on sale at the end of 2026. This will be followed by two more models including a luxury saloon.

The cheapest car on sale will start at just under £100,000, which could be pushed much higher with optional extras.

The leaked images first appeared on the Coche Spias forum, where users seemed split on the design.

‘I also tell you that if the strategy was to copy Rolls, I don’t know what all the fuss about originality was about,’ one wrote.

But another said: ‘I was expecting something much worse, let’s see what details the production model comes out with.’

Jaguar will not be producing any more petrol or diesel cars, and any new ones still on sale will soon be withdrawn from showrooms.

As well as the new electric design, it has a new logo, written as JaGUar, which has ‘seamlessly blended upper and lower case characters in visual harmony’, according to the company. There is also a new prancing ‘leaper’ cat design embossed on brass.

A Jaguar spokesperson said after the video was released: ‘Our brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate.  

‘As proud custodians at such a remarkable point in Jaguar’s history we have preserved iconic symbols while taking a dramatic leap forward. The brand reveal is only the first step in this exciting new era and we look forward to sharing more on Jaguar’s transformation in the coming days and weeks.’

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