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

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

Jaguar's recent ad campaign, featuring bold visuals and no cars, faced backlash for perceived "woke" branding and is being ...

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

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.

After a polarizing logo update, Jaguar follows up with a glimpse of its first all-electric vehicle spun out of its lofty new ...

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

After Jaguar’s relaunch was engulfed by the biggest social media pile on in automotive history, here’s its first new car: the ...

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

Jaguar unveiled its new electric concept car, the Type 00, at Miami Art Week on Monday night following a controversial ...

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

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