When Rebranding Misses the Mark: What Went Wrong with Jaguar’s Transformation
In 2024, Jaguar — a name long synonymous with British engineering and refined luxury — decided to reinvent itself. The brand unveiled a complete overhaul of its identity, promising a bold new era of “Exuberant Modernism.” The aim was to position Jaguar as a cutting-edge electric-vehicle manufacturer appealing to a new generation of drivers. But […]