Jaguar has plans to change its badging and drop the brand name from appearing on the lineup of luxury vehicles. The word ‘Jaguar’ will soon be replaced from the back of production cars within two or three years, the firm’s design boss confirmed. “Eventually we will take the name off and just leave the leaper,” said Ian Callum, Jaguar’s design director.
“When people see the XF they won’t know what it is, so they will look for a name badge. That’s why we’ve left it on, but put the leaper there as well. The name will go probably on production cars within two or three years.”
The traditional text-based badge will be replaced leaving the prominent Jaguar big cat leaper. The plan is to faze out the text badge, and with exposure to the leaper badge, people will become familiar over time and not need to locate the text badge on the back to identify the brand.