Jaguar sells cars but doesn't want to be an "auto brand" anymore. Instead, nonbinary aliens are here to sell you DEI.

Inside Jaguar’s new plan► We speak to the boss, Rawdon Glover► What’s next? Old Jaguar is all but gone. Production of the XE, XF and F-Type ceased in the summer, and the i-Pace and E-Pace go the same ...

Jaguar’s ambitious rebranding strategy has led to significant spikes in consumer interest for its older models ahead of the ...

Jaguar's recent rebrand and bold transition into the EV category mark a pivotal chapter in the automaker's history. By ...

Jaguar is back in the news and courting controversy, after ditching its iconic leaping panther. But what was the point, asks ...

Jaguar managing director Rawdon Glover says the newly shrunken UK dealership network will comprise partners in the right ...

"As proud custodians at such a remarkable point in Jaguar's history we have preserved iconic symbols while taking a dramatic leap forward. The brand reveal is only the first step in this exciting new ...

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

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

How will we know when woke is over? The end may be in sight, judging by a few expensive new beer and car ads. A nearly ...

Jaguar has generated unprecedented attention for its new brand campaign. But not the kind it wanted. Jaguar has lost its identity.

The managing director of Jaguar is defending the luxury car company after it faced online criticism for a controversial ...