
Jaguar Rebrand Part 4 | It's Not a Pivot. I'm Not Buying It.
I cannot afford the Type 01. That is not the point. Even if I could, I would not buy it. That is the point. My love for Jaguar is gone and the rebrand killed it. Not the reliability issues. Not the price tag. Not even the Type 00, I thought it looked pretty cool. The moment they

Jaguar Rebrand Part 3 | Did They Bet on the Wrong Car
The car is here. Sort of. The concept has been shown and a production luxury electric 4 door GT is coming. The design is genuinely interesting. It is different in ways that feel deliberate rather than desperate, and after everything Jaguar has been through, that is probably the m

Jaguar Rebrand Part 2 | The Jag That Raised Me
I studied marketing. Two years, a couple of diplomas. I am not claiming to be an expert but I understand enough to know when something is off. The Jaguar rebrand was off. Not in a "brave risk that might pay off" way. In a "we have decided our existing customers are the problem" w

Jaguar Mark 2 was a classy police car. To combat the criminal underworld's love for the car, British police forces had to actively buy their own fleets of 3.8-litre Mark 2s just to stand a chance of keeping up during high-speed chases.

Jaguar Rebrand Part 1 | The Jag That Raised Me
My dad drove a Series 1 XJ6 my entire childhood. Not as a show car. As a daily, worked on with his own hands, in the driveway every weekend. That car was the classroom and he was the teacher. I learned how engines breathe, how to listen for a fault before it becomes a failure, an

Type 01 Hits Monaco, But Is Jaguar Chasing the Wrong Crown?
Jaguar Type 01 prototypes just lapped Monaco ahead of the Formula E round, wrapped in camouflage that mixes the brand's signature strikethrough motif with bold geometric graphics. It is a striking visual. Whether the car underneath lives up to that energy is the real question. Th

A New Name, A New Era, And A Fanbase That Still Isn't Buying It
Jaguar has a name for its all-electric four-door GT. It's called the Type 01. The reveal landed this week, and on paper the story Jaguar is telling is a compelling one. In practice, the car community remains largely unconvinced and the numbers will eventually tell us whether that












