Jaguar is making waves with its controversial rebranding, including a new logo and the preview of its next electric vehicle (EV) concept. The design, teased in a series of images, features bold, angular lines and eliminates the traditional rear window, opting instead for horizontal slats that may conceal the taillights. These design choices highlight Jaguar’s determination to draw attention as it transitions toward becoming a high-end, EV-only luxury brand.
The teaser photos reveal a few striking details, such as a retractable side trim piece displaying the new leaper logo and possibly housing a hidden camera. Jaguar describes the concept’s aesthetics as part of its “Exuberant Modernism” philosophy, characterized by daring forms and vibrant proportions. This approach signals the beginning of a new design direction intended to redefine the brand’s identity and position it firmly within the ultra-luxury EV segment.
The concept car, tentatively named the Design Vision Concept, serves as a precursor to Jaguar’s flagship EV sedan slated for release in 2025. Camouflaged prototypes hint at a sleek, sporty design, blending long, low proportions with a squared-off front end and bulging rear fenders. Its silhouette features a dramatic windshield and extended sheet metal between the doors and front wheels, recalling the aesthetic of classic rear-wheel-drive sedans while incorporating futuristic elements.
Speculations about the vehicle’s rear suggest a unique design approach reminiscent of Polestar’s crossover, where traditional rear windows are replaced for a sleeker look. Performance-wise, Jaguar promises impressive specifications, including over 567 horsepower, a range exceeding 430 miles, and a starting price of more than £100,000 ($127,000). Beyond this model, the brand plans to introduce at least two additional EVs, including a luxury SUV, before the decade ends.
Jaguar’s move toward full electrification comes at a challenging time for the luxury EV market. With competitors like Bentley delaying their EV timelines and Porsche reconsidering combustion-engine options, Jaguar’s decision to retire its existing lineup and focus exclusively on electric models is bold. By embracing cutting-edge design and innovation, the company aims to redefine its position in the automotive world and capture the attention of high-end consumers.
