Jaguar's repositioning is part of the larger Jaguar Land Rover (JLR) Reimagine strategy. JLR is the parent company of the Jaguar and Land Rover brands. That strategy has already played out at Land Rover where the company's vehicles are now divided under Range Rover, Defender, and Discovery brands rather than all marked as Land Rovers.

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