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EXPLAINED: Rawdon glover | Rare Historical Photos

Jaguar Explains Its Radical Rebrand: The Old Strategy 'Didn't Work'

Jaguar’s future won’t look like its past, and that’s on purpose. Until just recently, the British brand was focused on competing with German automakers in the premium space with a lineup of luxury sedans, SUVs, and sports cars. Unfortunately, that strategy never worked, with the company failing to keep up…

Motor1

The New Electric Jaguar Has Over 1,000 Horsepower. Does It Even Matter?

Jaguar is in no hurry to reinvent itself as a super-luxury brand. Even though it’s down to a single model, the aging F-Pace, the struggling company isn’t rushing the Type 00 to market. Time certainly flies, considering it’s already been a little over a year since the concept broke cover,…

Motor1

Why Jaguar Can't Go Back From Its Most Shocking Design Ever

With nearly everything in the world working against it, how is Jaguar doing? We chatted with top executive Rawdon Glover to find out.

InsideEVs

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I’ve been on the road in the new all-electric Jaguar

Forget the fuss about the ad campaign and pink show car, if this new Jaguar is woke then I’m all in.

The Independent UK

I’ve seen the new Jaguar GT uncovered – here’s my honest verdict

After the furore over the Jaguar Type 00, I was nervous to see the finished car – and it’s better than I expected

The Independent UK

Jaguar's Extravagant New Car Comes Out of Hiding: Video

It’s already been a year since Jaguar signaled a radical strategy shift with the Type 00. The striking concept previews the brand’s move into higher-luxury territory by chasing Bentley rather than continuing to rival BMW. So why is the outlandish coupe back in the spotlight? No, it’s not because parent…

Motor1

Ex-Ferrari Designer: Jaguar's New Car Looks 'Unfinished'

Frank Stephenson is a man who speaks his mind. Some of his opinions may be controversial, but he has every right to talk about car design. Having been involved in styling everything from the Ferrari F430 to the original BMW X5, the Moroccan automotive designer knows a thing or two…

Motor1

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Jaguar's New Boss: There's Been an 'Exciting Response' to the Rebrand

Jaguar Land Rover CEO Adrian Mardell is stepping down after just three years in the role, with Tata Motors' current CFO set to take his place. Starting in November, PB Balaji will assume the reins and lead Jaguar’s contentious rebranding push. The soon-to-be chief has already defended the brand’s "Copy…

Motor1

The New Jaguar Is 'All About Exuberance'

Jaguar’s Managing Director, Rawdon Glover, recently stated that the company has come to grips with the fact that most customers will take their business elsewhere following the brand’s reinvention. He estimates as many as 85% of buyers won’t return to purchase the Type 00 when it arrives in production guise…

Motor1

Give Jaguar a Chance

You’ve seen the exaggerated headlines and read the negative comments, which paint a grim picture of Jaguar’s current state. Yes, sales are grinding to a halt, but that was to be expected, right? After all, production of nearly all models ended in 2024, with the F-Pace being the last one…

Motor1

Jaguar is going on a world tour to sell its controversial rebrand to wealthy art lovers

Jaguar's rebrand caused a social media storm last November as the carmaker diverged from its traditional audience in search of young customers.

Fortune

Jaguar Looks To Woo Younger, Richer Drivers With $160,000 Type 00

Jaguar's ambition to seduce younger, richer drivers was on full display in Paris with a presentation of its newest prototype, the Type 00, which promises all-electric luxury... at a steep price.

International Business Times

Jaguar Is Fine Losing Its Current Customers

Reinventing a brand is tricky business. You risk alienating your current clientele in the hope of attracting new buyers. Jaguar is fine with targeting a different audience, even if that means saying goodbye to most of its existing customers. Managing director Rawdon Glover estimates that only 15 percent of current…

Motor1

Jaguar’s Secret Weapon For Selling Its Controversial New EVs: Podcasts

It’s safe to say that Jaguar’s reincarnation is quite controversial. From the initial advertising campaign that had precisely zero cars in it to the bulky, muscular pink concept car revealed recently–it’s a stark contrast to what Jaguar used to be.

InsideEVs

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Motor1

Jaguar: People Buying High-End Cars Barely Care About the Engine

The old Jaguar is dead. The new Jaguar is moving upmarket while saying goodbye to the internal combustion engine. This striking Type 00 concept provides a window into the British firm's spectacular reinvention as an upscale EV brand. The Tata Motors-owned marque will focus on profit margins rather than volumes,…

InsideEVs

Jaguar's Rebrand Has An Even Tougher Foe: An EV War With China

Much has already been said about the relaunch of the Jaguar brand, most of it in the form of the vacuously cruel homophobic pablum that occupies much of the internet’s twiddling. A sliver of it has contained intelligent analysis. But little of it has looked at how the venerable, reimagined…

The Guardian - US

Republican talk of Jaguar’s ‘wokeness’ is overblown, but it has a long road ahead

The rebrand forces Jaguar’s audience ‘to break every habit they had’ concerning the once-cool carmaker, experts say

The Guardian - UK

Wednesday briefing: What Jaguar’s radical rebrand reveals about the shift to electric cars

In today’s newsletter: The iconic British carmaker has been accused of going ‘woke’ after releasing an electric model in pink, upsetting petrol heads and traditionalists everywhere

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Fortune

Jaguar boss defends rebrand amid ‘Miami Pink’ EV launch

“We want to be bold and disruptive … We’re clearly in the conversation,” Jaguar’s managing director Rawdon Glover said.

InsideEVs

Jaguar’s Electric Comeback Is Big And Bold. But Time Is Running Out

Jaguar’s title sponsorship of Miami Art Week featured its own blank canvas in the Type 00, a concept car the brand hopes will spawn some electric masterpieces beginning in 2026. Its design is remarkably striking, easily the most interesting thing Jaguar has done in years.

Bored Panda

Car Brand Jaguar Rebrands, Completely Misses The Mark, Internet Goes Wild With Memes

Jaguar launches its rebrand, which people online really don't like, leading to widespread roasting. The post Car Brand Jaguar Rebrands, Completely Misses The Mark, Internet Goes Wild With Memes first appeared on Bored Panda.

The Guardian - UK

Jaguar boss defends new ad and rebrand amid ‘vile hatred’ online

Social media clip features models in colourful clothing but no car in what Rawdon Glover describes as a ‘reimagining’

Evening Standard

Jaguar boss disappointed by 'vile hatred and intolerance' over new advert

The clip has prompted a backlash online

The Independent UK

Jaguar boss disappointed by ‘vile hatred and intolerance’ over new advert

The clip has prompted a backlash online.

InsideEVs

This Is Jaguar's New Six-Figure EV

Imposing, massive, and somewhere between a four-door coupe and a shooting brake. This heavily camouflaged prototype is our first look at Jaguar's future. The company published these initial photos of the prototype undergoing test sessions in England.

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