The British luxury automaker is undergoing its most significant transformation in its 90-year history. Jaguar’s new look captures the brand’s signature design as it shifts to an all-electric luxury EV lineup.
Jaguar unveils new look for upcoming luxury EVs
Jaguar has been building gas-powered sports cars for over 75 years, but the company is kicking off a new era starting today.
After unveiling its reimagined brand identity on Tuesday, Jaguar proclaimed it has transformed to reclaim its originality.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,’” Professor Gerry McGovern OBE, Jaguar’s chief creative officer, said after introducing the new look.
The revamped Jag brand is built on its “Exuberant Modernism,” a new creative design theme that will define all upcoming vehicles bearing the iconic badge.
Jaguar’s new brand identity is centralized on four new design elements, or “symbols of change,” as the brand calls it. These include Device Mark, Strikethrough, Exuberant Colours, and Makers Marks.
The device mark is Jaguar’s new signature look. It is a “powerful celebration of modernism,” with the Jaguar name in eye-catching gold. Strikethough, the second element, is the logo, which includes a grid-like design that will become “an immediately recognizable visual for Jaguar.”
Restoring the brand for an all-electric future
Jaguar’s third symbol (exuberant colours) uses yellow, red, and blue as the building blocks of its new look. The brand’s redesigned ‘leaper’ (makers marks) symbolizes Jaguar’s ambition to always move forward.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” McGovern added.
You can already see major design changes. The new model features a low-riding, extended silhouette compared to the crossover SUV and sedan models for which Jaguar is known, like the F-Type and I-Pace.
It will be the first EV to ride on the new Jaguar Electric Architecture (JAE) with over 430 miles (700 km) range. With nearly 575 hp, it will also be the most powerful Jag to date.
The new luxury EV is expected to debut next summer, with deliveries kicking off in 2026. Jaguar’s new high-end EV lineup will have starting prices over £100,000 ($130,000).
Jaguar will reveal the next stage of its transformation at Miami Art Week on December 2, 2024. Check back soon for more details on Jaguar’s radical transformation.
How do you feel about Jaguar’s new brand identity and design? Can the iconic British luxury automaker compete with a new lineup of high-end EV models? Let us know your thoughts below.
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Volkswagen Group Africa has officially begun production of a modern electric farm tractor at its multifunctional facility in Gashora, Rwanda in a bid to advance modern, low-emission agricultural initiatives in Africa.
Part of a larger Rwandan initiative called the GenFarm Project, the new VW tractor is part of a “holistic ecosystem” of electrified farming machinery set to be used throughout rural Africa – where liquid fossil fuels are often just as difficult to come by as electricity. The goal is to provide machinery that’s both sustainable and reliable.
“We are growing our footprint in Africa and regard Rwanda as a key growth market. This project demonstrates our commitment to sustainable practices and highlights our ability to provide mobility solutions to the rural community in addition to the urban community currently serviced by our Volkswagen Mobility Solutions Rwanda business,” explains Martina Biene, Volkswagen Group Africa Chairperson and Managing Director. “The GenFarm Project fosters technological innovation and aligns with Volkswagen Group’s strategy to generate meaningful value for both society and the environment through sustainable mobility.”
The GenFarm project will eventually provide mobility services for transportation of goods and people. In June 2023, Volkswagen Group Africa signed a Memorandum of Understanding (MoU) with the Government of Rwanda to provide land for the establishment of the GenFarm Project.
The Volkswagen tractors’ electric motor produces 20 kW (about 27 hp), making it about the same size as the Solectrac product (which hasn’t worked out well in the US, it must be said). That motor gets its electrons from a 32 kWh swappable battery. Batteries are swapped/charged at the Empowerment Hub to minimize downtime. DC fast charging isn’t available, but the relatively small, swappable batteries (hopefully) mean that’s not much of a problem.
The GenFarm project hopes the new VW electric tractor will help clean up Rwanda’s agricultural sector, which currently accounts for some 25% of the national Gross Domestic Product.
Electrek’s Take
We’ve talked a lot about the lack of new farmers in America, but the problem is global – especially as western companies, and western ideas about consumerism, continue to spread. Products like this electric tractor from VW will make farming cleaner, quieter, and (hopefully) more attractive to young workers.
A new, all electric Peterbilt 579EV is in-service at Honda’s Lincoln, Alabama assembly plant, where it’s busy transporting newly-built Honda cars from the plant to a nearby railhead for shipment to dealers across the country.
Part of a pilot program between Honda, Alabama Power, and Virginia Transportation Corp., the new electric semi truck will help stakeholders gather data about the practicality and performance of the battery-powered Pete and use it to generate case studies for broader electrification initiatives. Other supporters of the pilot project include the Alabama Clean Fuels Coalition and, of course, Peterbilt.
“We remain committed to delivering for our customers and the environment,” offered Leo Doire, owner and CEO of Virginia Transportation Corp. “Our new Peterbilt 579EV model will be tested to determine how well it performs against the high productivity demands of our operations. The partners we have at the table will help us maximize this opportunity and prepare to scale up if we get the results we are hoping for.”
The truck itself has been spec’ed to be perfect for the kind of short haul and drayage applications Honda has in mind. This particular Peterbilt 579EV is fitted with PACCAR’s 400 kWh battery and a 670 hp electric motor good for an impressive 2,050 lb-ft of peak torque at 0 rpm.
The truck offers 150 miles of operating range and can be charged in about 3 hours on a 120 kW charger installed specifically for that purpose. A charger, it should be noted, that was partially paid for by Alabama Power.
“Alabama Power’s ‘Make Ready’ program provides businesses with valuable rebates to help reduce the upfront costs of installing EV infrastructure,” says Alabama Power Electric Transportation Manager Hasin Gandhakwala. “We are committed to partnering with customers who are exploring state and federal grant opportunities. Alabama Power is dedicated to advancing EV technologies to better serve the needs of our customers.”
With the big Pete’s 82,000 lb. GVWR and 150 miles of range between charging sessions, it seems like these guys will be making a lot of back-and-forth runs between the Honda plant and the CSX terminal to me. Here’s hoping they see the benefits of electrifying the rest of their vehicle transport fleets somewhat sooner than later.
On today’s episode of Quick Charge, we’ve got big solar breaking ground all over, despite the incoming administration’s supposed lack of love for home-grown clean energy. Our guests today walk us through home solar, energy storage, and more.
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