Jaguar is attempting to speak a new language of luxury but it got lost in translation. “Jaguar is trying to be super cool in ...

Four years ago, Jaguar’s chief creative officer, Gerry McGovern, sent a creative brief to his team: “Understand and obsess ...

Jaguar shakes up the luxury car world with its radical transformation to all-electric vehicles and controversial new brand ...

Jaguar’s rebrand has triggered a storm of controversy amid accusations that the company is abandoning loyal customers and ...

But for some car enthusiasts, the Type 00 (named after the company’s aim for zero emissions) still came as a bit of a shock.

We discuss Jaguar's controversial rebrand, compare the Chevrolet Traverse Z71 against the Volkswagen Atlas Peak Edition, and ...

The new concept ruffled feathers but Jaguar has always innovated in the hopes of attracting new and younger buyers.

Jaguar's rebrand, culminating in a concept car this week, got rave reviews from some ad industry vets. But its true success ...

If we make this a technical or price competition [against China], I’m not sure we can play to win." Instead, "sophistication ...

By now, you've probably seen the new Jaguar logo as well as the controversial Jaguar Type 00 EV design concept. A large ...

Jaguar really screwed up their rebranding and is now at risk of going under. There is a process to doing this well, this is ...