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

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

"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 ...

A spate of iconic rebrands in recent weeks have left some people reeling in a consumerist society where what we buy says a ...

Though some social media users forecasted only doom and gloom after Jaguar's rebranding, its stock is up in the last week.

Jaguar's baffling attempt at reinvention from feline grace to rock-based abstraction is a masterclass in brand self-sabotage, ...

Critics accused Jaguar of abandoning its legacy as a high-performance sports car manufacturer with the marketing campaign and ...

There has been much discussion about Jaguar's rebranded image, with many acting like it has destroyed something sacred. But ...

Jaguar managing director Rawdon Glover defended the car company's rebrand in a recent interview, denying the ad was meant to ...

But in five years of covering rebrands, I've never seen anything quite like the response to the new Jaguar branding. It's ...