Jaguar

Legacy automakers are currently sabotaging legendary brands by churning out hideous electric vehicles. We explore whether Jaguar, Ferrari, Mercedes, or Tesla claims the ultimate title for the ugliest design ever.

When legendary automakers abruptly abandon their design heritage for electric vehicles, massive customer backlash inevitably follows. We explore the costly missteps of Ferrari, Mercedes-AMG, and Jaguar and how they recover.

Ferrari’s new Luce EV repeats the brand mistakes Ford made with the Mustang Mach-E, proving legacy automakers still fundamentally misunderstand how to successfully transition into the modern electric era.

Ferrari and Jaguar abandon their legendary automotive heritage to chase sterile tech trends, infuriating loyal fans and destroying brand equity while proving these radical design shifts demand entirely new brands.

Ferrari’s first EV is slower and pricier than its Tesla and Lucid rivals, but that may be the point. The Luce is a $645,000 wager that design, touch, and courage still matter in the electric age.

Converting a vintage automobile to electric power promises zero maintenance and endless torque, but staggering installation costs mean enthusiasts must patiently wait for the upcoming wave of standardized conversion kits.

The Jaguar and Land Rover recall, built between 2019 and 2024, covers a wide range of vehicles that all have the same problem. They suddenly lose power and coast to a stop. The company has had more than 5,000 reports of it happening.

As Tata launches a $7,000 EV in India, the Global South becomes the new front in the electric transition—leaving legacy U.S. automakers struggling to compete on price and scale.

The National Highway Traffic Safety Administration is opening an investigation into a recent accident involving a student. The child darted out into the street from behind a double-parked SUV. The robotaxi slowed down but still hit the child.

Jaguar recently dismissed rumors of a "Plan B" combustion engine as "rubbish," doubling down on its 2027 all-electric pivot. To survive, the brand must reconcile its radical new identity with its storied heritage.

Jaguar is in crisis. Following the disastrous "Copy Nothing" rebrand, design chief Gerry McGovern has been fired. With sales plummeting and customers alienated, the brand's risky pivot to ultra-luxury EVs now hangs by a thread in Miami.

This column contrasts Audi's well-received Concept C, which evolves the brand's heritage, with Jaguar's controversial Type 00, which makes a radical break from its past, to argue that honoring history is a more successful strategy.

Forget the fancy tech, the real story of this Waymo Jaguar I-Pace is on its odometer. It has over 242,000 miles on it, a testament to the fact that these silent, driverless cars have been on the road, covering 137 miles every day, for over four years.

The departure of CEO Thierry Bolloré signals a likely reversal of Jaguar's radical "Reimagine" strategy, a risky plan that alienated its customer base and was undermined by a destructive marketing campaign, paving the way for a more pragmatic approach.

In a strategic pivot to redefine its brand for a new generation, Jaguar Land Rover is embedding circular economy principles into its EV strategy to drastically cut waste, aiming to shed its "affordable luxury" past and set a new sustainability benchmark.

Jeep's new three-speed automatic transmission for EVs is a game-changer, promising improved performance and battery life, and crucially, enhancing off-road capability beyond what current EV transmissions offer, uniquely positioning Jeep for the future.

An independent fabricator is fixing one of Jaguar's mistakes, by recreating one of the fastest supercars of the 1990s.

I drove my Jaguar I-Pace 1,000 miles down the East Coast and spent more time fighting apps than enjoying the road. Seven different charging apps, frozen screens, and mislabeled ports turned my Jaguar I-Pace road trip into a tech support marathon.

The Jaguar Type 00 prototype, with its distinctive design reminiscent of a Jensen Interceptor and a cool auto-open boot, shows promise as a high-performance electric grand tourer potentially capable of challenging Tesla, making it far more interesting.

Western Car makers are falling behind their Chinese counterparts at an alarming rate, and analyst consensus indicates that they will be in catastrophic failure unless they step up. Intel is uniquely positioned to help these car companies close this gap.

Western Automakers have dropped behind their Chinese counterparts by around a decade and China continues to advance, if this trend isn’t reversed most Western car makers are likely to fail by 2030 simply because of their management style and structure.

While the report that Geely was buying Jaguar was an April Fools' joke, this would be a great idea for both firms.

While the brand does not have the best reputation, especially of late, here's why I find the Jaguar F-Type to be an unsung hero.

The Car market is a mess in 2025 suggesting a number of companies may be gone by the end of the decade. It would be wise to avoid buying a new car until it has settled again, likely after 2027 but before 2030, so you don’t regret the purchase.

When Mike rented a Waymo robotaxi for a ride to the airport, he didn't expect it to be so eventful. The ride was stressful when the self-driving car kept circling the parking lot; he couldn't unlatch his seat belt or get out and almost missed his flight.

Jaguar’s history suggests they should have started their rebrand with a sportscar that dovetailed with prior Jaguar design language. This is what Jaguar should have launched instead of the Type-00.

Jaguar really screwed up their rebranding and is now at risk of going under. There is a process to doing this well, this is what Jaguar did wrong, and what they should have done instead.

The Jaguar Type 00 is a masculine design, with feminine colors, the look of a high-performance gas muscle car, under a classic British road car brand, that is electric making it potentially the hardest/most expensive car to launch since the Edsel.

Jaguar’s future depends on its EV makeover, which is expected to launch in December 2014. However, the car won’t be available until the summer of 2016, and there is a long gap between now and then when no other cars are being built.

Electric car sales reporting for July indicates that the market is strong, but the difference between car makers is significant highlighting that marketing and incentives are having a major impact on the growth of the total market and individual brands.