Jaguar's rebranding marks a radical identity shift for the carmaker. One ad expert called it "bonkers." Others said it was a ...

Richard Stevens, Jaguar’s director of design, sits down to discuss the drama. Four years ago, Jaguar’s chief creative officer ...

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

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

Jaguar holds a reputation for targeting male car drivers—and ones with plenty of money. For instance, the company's "Good to ...

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

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

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.

British luxury automaker Jaguar has revealed its Type 00 concept car, the first glimpse of a new electric vehicle following a ...

Bypassing 90 years of heritage and unashamedly looking unlike anything else on the road, the brand's radical relaunch EV ...

That’s according to Auto Trader UK, which said “advert views” for used Jaguars are up 5% since the rebranding campaign was ...

The Type 00 is a giant two-door with a general profile that harkens back to cars like the 1948 Alfa 6C 2500 Competizione ...