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Status: Delegated
Type: Brand TLD
Priority #: 985 - Jaguar Cars Limited

More information: NTLDStatsLogo.png

.jaguar is a Brand TLD delegated in ICANN's New gTLD Program. Jaguar Cars Limited manages the TLD. The company's application to ICANN succeeded and the extension was delegated to the Root Zone 27 October 2015. [1][2]

Application Details

The following is excerpted from the applicant's response to question #18:

"THE MISSION AND PURPOSE OF THE NEW RESTRICTED .JAGUAR gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY. The new .jaguar gTLD will operate as a restricted registry, in which Jaguar Cars Limited (Jaguar) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .jaguar gTLD will be used by Jaguar to provide information and services regarding its luxury saloons and sports cars to consumers in a way that promotes trust, confidence and simplicity. The .jaguar gTLD will provide an authoritative Internet space for Jaguar, its affiliates and partners that are associated with the Jaguar brand. Second and third level domains can then be utilised for specific pages for Jaguar’s car models and dealerships, as well as for marketing purposes, with Internet users assured of brand authenticity.

Jaguar is a premium car company that designs, develops, manufactures and markets a range of high performance luxury saloons and specialist sports cars. Jaguar is a subsidiary of Jaguar Land Rover PLC. Jaguar has a proud heritage of producing innovative, luxury cars with its pioneering saloon unveiled in 1935 and first sports car launched three years later. Over the decades Jaguar has consistently produced a range of classic sports cars, including the iconic Jaguar E-type, and has enjoyed huge success in motor racing events around the world. Today, Jaguar operates in over 150 countries and employs over 7,000 people in the UK and across the world. Jaguar is experiencing strong demand for its cars and recorded revenue for the most recent 15 month period of over GBP 3.2 billion. Jaguar constantly updates and improves its product range as part of the company’s commitment to provide technically advanced and competitively priced luxury cars. In this regard, consumer trust and continuous innovation are paramount considerations in all its activities. The new .jaguar gTLD will enhance Jaguar’s position as an innovative, forward-thinking car company, strengthen global online awareness of the Jaguar brand and provide an easily accessible and intuitive reference point for users to access information about Jaguar’s range of luxury sports cars.


Given the restricted nature of the .jaguar gTLD, the projected number of registration is likely to be limited, with about 50 to 150 domain names registered in the first three years. The number of registrations is likely to increase as Jaguar updates its product range and develops new car models and marketing campaigns. As the new .jaguar gTLD expands, Jaguar will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the Internet. Jaguar will keep ICANN reasonably informed of any material developments relating to .jaguar gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.


Jaguar does not intend to utilise Internationalized Domain Names (IDNs) at the second level initially. However, as the use of the .jaguar gTLD evolves, Jaguar may utilise IDNs within the .jaguar domain space to allow Internet users to engage with .jaguar in their native language, creating a more positive user experience and encouraging diversity. Jaguar is a famous global brand with its trademarks registered in 130 countries and territories for categories including: Vehicles including engines, body parts and transmissions (Class 12); Paper goods and printed matter (Class 16); Clothing (Class 25); Advertising and business services (Class 35); and Insurance and financial services (Class 36)."[3]