Jaguar’s controversial rebrand is bringing the car into the EV era

The automaker ditched its iconic jaguar symbol for a logo that has left some people scratching their heads.

Jaguar, the 90-year-old sports car brand operated under parent company Jaguar Land Rover (JLR), has plans to “completely reset” its image to become an ultra-luxury, fully electric-vehicle brand. To make the change, the brand is scrapping its iconic jaguar logo.