At least the famous ‘leaper’ is maintained - though it’s heading in a new direction. But every other stereotype has been shaken off.

GRACE, space and pace? Tweed/ Inspector Morse? Forget all that fuddy-duddy stuff - from now on Jaguar is all about looking forward … which means ‘deleting ordinary’, ‘copying nothing’ and expressing ‘exuberant modernism.’

That message has been relayed today out of the United Kingdom, where the make - one of the world’s most storied - also revealed a new logo. Which as much as it seems to be same-again, really isn’t.

The make’s reinvention is under way … and it’s a revolution that might well be a huge test to old fans.

The Big Plan means a new family of models, all of which will be built on a dedicated electric architecture called JEA (Jaguar Electric Architecture), with production taking place at its existing Solihull facility in the UK. A concept lending some idea of what they will look like will be revealed in concept form in Miami in a couple of weeks. 

To make way for the electrics, the marque is winding up production of all existing models. Potentially, it will not have any new cars to offer in some places next year. Where New Zealand stands has not been spelled out.

All in all, its strategy seems a huge gamble. After all, a growing number of car makers are walking back such plans amid a slowdown in consumer demand for battery-only vehicles.

Today it gathered media in the UK to announce other ingredients for the start of what will be a new era for the company. 

Because it is ditching combustion engines and skipping any hybrid electrification, Jaguar feels it needs to create a new brand identity.

That’s what was revealed today for the first time. ‘Exuberant Modernism’ is all to do with promising bold designs, fearless creativity and potentially a shift in the firm’s positioning in the market.

“To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention,” says Rawdon Glover, Jaguar’s managing director. 

“That ethos is seen in our new brand identity and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”

What the world is also seeing is what’s pictured here - a new device mark; what oldies called the brand’s logo. 

This will appear both on cars and wherever you see the Jaguar name in use. It features an all-new, specially designed font in a geometric form with simplicity and symmetry at its core. Other details will include horizontal lines, which the company refers to as its ‘Strikethrough’, the use of vibrant colours and the careful use of a restyled Jaguar leaper that now leaps in the opposite direction to how it had done previously.

Explained Glover: “Jaguar has its roots in originality. 

“Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.”

Jaguar has already confirmed that it is developing a. The first of these as-yet-unnamed models broke cover last week in the form of the first official prototype photographs as it began testing on public roads.