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

If anything, it actually started to tarnish the brand,’ Jaguar managing director Rawdon Glover tells CAR, matter-of-factly.

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

After deleting much of its social media presence and putting out a cryptic ad, Jaguar is feeling the heat from its fans and ...

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.

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

Sky News host Rita Panahi claims luxury car company Jaguar is being mocked “far and wide” following its “woke rebrand”. “The ...