YEAH, baby!” The ‘Shaguar’ Jaguar E-type roadster from the Austin Powers films is up for auction. The car featured in all ...

Key to embracing diversity, English says, is being consistent with it. There is always more to be done, and consistency doesn ...

After Jaguar's unveiling of its bold new identity was met with a major backlash online, Sophie Tolhurst analyses the rebrand.

Androgynous casting of every hue, bright visual colors, enigmatic copy. In the week since Jaguar unveiled its new commercial and company rebrand, this launch has sparked conversations of every kind, ...

As Jaguar prepares to introduce its new all-electric models starting in 2026, the success of its bold rebranding strategy ...

Jaguar's baffling attempt at reinvention from feline grace to rock-based abstraction is a masterclass in brand self-sabotage, ...

Critics accused Jaguar of abandoning its legacy as a high-performance sports car manufacturer with the marketing campaign and ...

"We wanted to move away from traditional automotive stereotypes," Rawdon Glover, Jaguar's managing director, said in response to accusations of "going woke." ...

The brand is positioning itself to compete with high-end luxury vehicles, targeting customers who might consider a $200,000 ...

There has been much discussion about Jaguar's rebranded image, with many acting like it has destroyed something sacred. But ...

As Jaguar pivots to an all-electric future, bold rebranding raises questions about its market positioning amidst lagging ...

Critics of luxury carmaker Jaguar's rebrand are more concerned by imaginary 'wokeism' than its survival as a business, writes ...