Jaguar's controversial rebranding strategy has been widely criticized. This article defemds why Jaguar deserves the benefit the doubt in repositioning its storied brand ...

Jaguar's recent rebranding campaign, unveiled alongside its controversial Type 00 concept, was designed to signal a new era for the storied automaker. But behind the scenes, not everyone was on board.

Our photographers caught a prototype of Jaguar's future EV model previewed by the highly controversial Type 00 concept, and ...

Jaguar’s bold rebrand late last year spurred significant consternation from automotive media and the public alike, but it’s now been revealed that the manufacturer’s overhaul also blindsided ...

The company that went about the rebrand was Accenture Interactive, an outside consulting company that bought out Spark44, the company that used to work closely with Jaguar's internal teams for its ...

While Jaguar prepares for its all-electric future, the brand will offer just one model in 2025 in the United States, the sporty and conventionally powered F-Pace SUV. With Jaguar hanging its hat on ...

From the team at E-Type UK, this restomod of the classic model’s Series 1 makes 420 hp and reflects at least 4,000 hours of ...

ICONIC sports car maker Lister – which has been around for some 71 years – has announced it’s pausing all of their future ...

Copy nothing, delete ordinary. Do it with an artistic vibe and without a hint of a smile. Those are the initial impressions from a new Jaguar branding campaign that promises to reinvent the ...

In an audacious rebrand, Jaguar unveils the Type 00 in Miami, an electric concept car that upholds the British automotive ...