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

A leaked letter exposes internal discontent among Jaguar's design team over the company's bold rebranding efforts, sparking ...

It feels like a couple of months’ worth of water passing under the Jaguar re-brand bridge is enough to cool off the heat ...

The earlier brand relaunch claimed to “Copy Nothing”, and while the angularity is heavily in line with contemporary car design, the new car looks like no Jaguar that went before. Not sure what ...

Unable to keep pace with more mainstream European premium brands like Mercedes, JLR is hoping to cater to luxury customers ...

A reimagined look at the Jaguar lineup that could’ve been, exploring the models and strategy that might have redefined the brand’s future. As Jaguar transitions its brand into its promised ...

As Jaguar is undergoing a controversial rebranding that threatens to delude its might, we take the time to remember five of ...

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.

Ensuring that Jaguar remains its own distinctive brand and doesn't succumb to a victim of "badge engineering" (the marketing of the same model under different brands and models) that was the ...

Jaguar's own design team said it was sidestepped as part of the rebrand and has expressed concern with the result.

Jaguar was one of the premier British sports brands during the 20th century, having offered some truly world-beating vehicles. These included the XK120, which was the fastest car in the world when ...