Mike Stevens | Mar 13, 2012

Jaguar's leaping cat has been given the spit-and-polish treatment for 2012.

Replacing the sharp angles of the previous graphic, the brand's designers have retained the ten year-old metallic style while injecting the cat with a dose of mercurial majesty.

The logotype has also been renewed, adopting the extended look of the brand's XF, XK and XJ model badges. As with the cat, the JAGUAR lettering takes on a new raised metallic style.

To the casual observer, this might seem like a relatively low-key update. To Jaguar, the smoothed-out cat and shiny new typeface forms "a dramatic alteration ... the most extensive change Jaguar has made to its visual identification in 40 years".

The familiar roaring grille badge will also get a makeover, although that design has still to be revealed.

The British prestige brand is also rolling out a new global marketing campaign, reflecting parent company Tata's double-or-nothing investment in future models for Jaguar and its sister brand, Land Rover.

"Jaguar's current range already represents an enviable combination of luxury, innovation and seductive performance, and we're working hard to build on those existing strengths by developing exciting new models and derivatives – some of which you will see very soon," Jaguar brand director Adrian Hallmark said.

"As that product-led revitalisation continues, now is also the perfect time to re-energise the Jaguar Brand, both to underline how ambitious we are, and to reach a new and enlightened customer base that is rightly demanding of the cars it buys."

Jaguar's current line-up includes the XK Coupe variants, the recently updated XF Sedan and the newly-revealed XF Sportbrake, along with the new XJ luxury saloon.

The brand has confirmed that its crowd-favourite C-X75 superconcept will make its way to a limited production run in the future, and plans are reportedly afoot for a new 3 Series rival and a production version of the popular C-X16 concept.

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