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

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 ...

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 ...

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

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

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

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

EVs allow us to create...a very premium experience for people who may not have been able to afford it in the past,” says ...

It is one of the most dramatic rebrands we’ve seen in recent times. Jaguar has admitted it expects to lose 85% of its current ...

Jaguars's rebrand has ignited a wave of debate. This attempted rebrand offers three critical lessons for CEOs attempting to ...

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