That first phase of Jaguar's rebrand had some advertising veterans divided on whether the strategy was a smart move for the ...

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

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

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

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

Jaguar has unveiled its bold new rebrand, shedding its traditional luxury image in favour of a more modern identity. Explore ...

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

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

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.

It included a new typeface for its logo, a redesigned leaping-jaguar mark, and a colorful promotional video that featured high-fashion models — and no cars. The rebrand comes as Jaguar prepares ...

Jaguar has evolved from its days as a motorcycle sidecar company. Now a favorite of the royal family, it's latest rebrand has ...