Mission accomplished, Jaguar. You have our attention. Along with that of Stephen Colbert, the gay-panic shit-stirrers at Fox News, X-man Elon and every hot-take purveyor from London to Los Angeles.

Forbes contributors publish independent expert analyses and insights. I’m the founder of the No. 1 automotive site for women. There is no more vaunted but troubled brand than Jaguar, nor one with more ...

Jaguar's controversial reimagining will take just a little bit longer than originally expected. The British automaker first showed off its rebrand last November, with a new "Jaguar" script featuring a ...

It’s not just your imagination. If you’ve stopped by a Jaguar dealership recently, you probably noticed the lot looking unusually bare. In fact, most local Jaguar dealers have fewer than 10 new cars ...

Jaguar sales in Europe plunged a shocking 97.5% following a botched rebrand that included a commercial featuring men in skirts to announce its upcoming pivot toward an all-electric fleet — but the ...

A customer bought a Jaguar sedan from a used car dealership and took it straight to a mechanic. Unfortunately, he did it one bank transfer too late. The mechanic found issues amounting to around ...

The Jaguar Land Rover managing director is defending the British luxury car company after its recent rebranding spurred backlash on social media. Jaguar debuted its new logo and slogan, “Copy Nothing, ...

Everyone is talking about the Jaguar rebrand. The 30-second launch video, which dropped four days ago, has come in for particular attention. The choice of actors and the lack an actual vehicle in the ...

Jaguar Land Rover has changed its branding, and the reveal is causing people to take a second look. In a post on X, formerly Twitter on Tuesday, the luxury vehicle company shared a video with a simple ...

Jaguar isn't just looking to stage a comeback, the British automaker is teeing up to be completely reborn. Its plan of a complete rebrand, fresh vehicle lineup, new market positioning and revised ...

About Jaguar’s rebranding, executives speak of the mission to “take Jaguar back to its original habitat” and recognize Jaguar’s iconic past, while at the same time emphasizing the need to “break the ...

Brian is a published author who has been writing professionally for a decade in politics and entertainment, but found his calling covering the automotive industry. His love of cars started at an early ...