Jaguar has unveiled a new logo that emphasizes its posh pronunciation as it transitions into a “new era” that emphasizes its all-electric vehicle lineup.

(CNN) - Luxury automaker Jaguar is undergoing a bit of a transformation. The British company is replacing its iconic logo. The old logo featured all capital letters.

In an effort to reinvent itself as an EV maker, Jaguar underwent a glossy yet rather confusing rebrand that features models in colourful clothing but no cars

JAGUAR have unveiled a new logo as part of their re-branding to electric only models. The luxury car manufacturer sparked a heated debate, with some claiming it looks like “it was designed

Jaguar unveils new logo and look for cars after taking a year off - Jaguar took a year break to ‘create a barrier’ between the old models and the new

The company showed four new elements, the Device Mark, the Strikethrough, the Exuberant Colors, and the Makers Marks, that herald its reinvention

The new wordmark is a mix of upper- and lower-case letters. Jaguar is in transition. It's winding down production of the last models in its current lineup before relaunching the brand further up-market and at a higher price point.

The British automaker is repositioning itself as an ultra-luxury EV brand, and the new direction is accompanied by a fresh set of badges for future Jaguars.