But in five years of covering rebrands, I've never seen anything quite like the response to the new Jaguar branding. It's ...

Jaguar managing director Rawdon Glover defended the car company's rebrand in a recent interview, denying the ad was meant to ...

For all companies, there comes a time when a rebrand is needed—either to attract new customers, to keep the old ones ...

As Jaguar's relaunch continues to divide drivers, the director of the company's heritage trust has spoken about the rebrand.

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

Jaguar has urged people to "trust and reserve judgement" over the rebrand of the carmaker. The company, embarking on the biggest change in its 102-year old history, released a new logo and a so-called ...

W e've seen plenty of unpopular and/or controversial rebrands over the last few years, and nothing seems to stir up quite as ...

The skepticism that greeted Jaguar's rebranding to JaGUar shows the challenges marketers face when they tinker with legacy ...

A social media photo shared by the executive's husband shows the iconic vehicle - which costs up to £150,000 new - parked on ...

When Katja Vogt considers a Jaguar, she pictures a British-made car purring confidently along the Italian coastline — a vision of familiarity that conveys “that dreaming, longing feeling we a ...

Jaguar is going to extreme lengths to deal with a fire risk problem on its recently-axed I-Pace EV. The British automaker has ...

The business deserves much of the ridicule the rebrand has earned them, but it also deserves a fair hearing when their new ...