Jaguar rebrand sparks interest in legacy models ahead of Miami GT launch

Jaguar’s ambitious rebranding strategy has led to significant spikes in consumer interest for its older models ahead of the unveiling of its new grand tourer (GT) concept car in Miami on December 2.

Auto Trader reports a 5% rise in advert views for used Jaguars and a 10% increase in search views since the rebrand announcement, with November 23 marking the busiest day for Jaguar searches since early March.

Since the rebrand, used Jaguars have appeared in 29 million searches, generating 1.3 million advert views. The F-PACE SUV tops the list of the most popular models, followed by the iconic E-Type and the electric I-PACE, highlighting continued interest in the brand’s diverse offerings.

Erin Baker, editorial director of Auto Trader commented: “A spike in consumer interest on Auto Trader shows drivers are keen to see what they can still get their hands on from the Jaguar they have always known. I don't think anyone has a reliable view on how this will go once the first car is available to buy, but it’s a fantastically bold and creative reimagining of one of the UK's most legendary marques."

Earlier this month Jaguar trailed a fresh brand identity featuring slogans like “Delete Ordinary,” “Live Vivid,” and “Break Moulds,” along with a striking brass-embossed “leaper” emblem.

The centrepiece of this transformation is the upcoming all-electric four-door GT concept, designed to rival luxury brands like Bentley. Boasting a 435-mile range, ultra-fast charging, and a dual-motor powertrain delivering over 575bhp, the GT will debut with a starting price of £100,000.

This rebrand aligns with Jaguar’s decision to phase out legacy models, including the XE, XF saloons, F-Type, and Austria-built E-PACE and I-PACE, to make room for a more focused lineup of premium EVs. The last F-PACE recently rolled off the Castle Bromwich assembly line, signalling the end of an era for the brand.

Jaguar is also reshaping its retail approach, planning to scale down to around 20 UK dealerships while introducing curated brand stores, the first of which will open in Paris. These stores will blend high-end art and cuisine to create an immersive luxury experience.

Managing director Rawdon Glover said it was important to redefine perceptions of Jaguar: “We need to change people’s perceptions of what Jaguar stands for. Having a fire break in between old and new is, actually, very helpful.”

Chief creative officer Gerry McGovern outlined the philosophy behind the new vision, describing Jaguar as a brand rooted in originality and inspired by “Exuberant Modernism.” The reimagined Jaguar emphasizes boldness, imagination, and artistry, with a dynamic new aesthetic featuring vibrant colors and a signature strikethrough design.

Jaguar also recently teased its electric future with images of a camouflaged prototype of the all-electric GT, set to become the flagship of a trio of luxury EVs under its “Reimagine” strategy.