Jaguar has revealed its new Range Rover badge, enraging fans just months after the fallout of the company’s “woke” TV advert scandal. JLR revealed a bold new design for the popular SUV brand in a recent presentation to investors.
The new emblem will be the first bespoke badge for the marque since it launched over 50 years ago. The logo, featuring a pair of Rs weaved into an intricate pattern, has been leaked ahead of the launch of the brand’s first electric model later this year. However, the badge is already dividing opinion within many fans of the company posting their dissatisfaction online.
X user @kukreja_abhinav posted: “After the controversial Jaguar rebranding, JLR’s designers have come up with something even worse—the new Range Rover logo.
Meanwhile, another X user added: “Range Rover changed the logo I am buying all rovers before 2025.”
X user @RyanCurcio3 said: “Looks like the new Range Rover logo is spelling out “BB.”
However, the badge is not set to replace the existing Range Rover logo permanently and will instead serve another purpose. JLR has admitted that the new design is simply a “smaller symbol” to be used now and again.
A previous statement provided to Autocar reads: “The Range Rover Motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.”