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.

Jaguar surprised us with a new logo and a brash new mission statement, but can fonts and buzzwords distract from the big problem the automaker still faces?

Ahead of the reveal, Jaguar has given a taste of the new branding with which it plans to define its future lineup. It suggests a younger, more fashion-conscious target customer very different to Jaguar's traditional customers who may have grown up lusting over E-Types, XKs, and XJs.

Jaguar isn't just looking to stage a comeback, the British automaker is teeing up to be completely reborn. Its plan of a complete rebrand, fresh vehicle lineup, new market positioning and revised sales targets has been revealed publicly for the first time.

The new bespoke logo, written as JaGUar, has "seamlessly blended upper and lower case characters in visual harmony", the company said [PA Media] Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric-only brand.

As Jaguar embarks on a voyage upmarket on a flotilla of electric vehicles, the company has started to rebranding itself.