The Latest Breaking News from Rawdon Glover

After the furore over the Jaguar Type 00, I was nervous to see the finished car – but I love it

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

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…

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

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.

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…

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.

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,…

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…