The Latest Breaking News from JAG

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…

What’s hot... and what’s not — keep up with Joe Bromley’s weekly barometer

We don't hear much about Lister in the United States, but the UK company is alive and kicking. You'll find no shortage of tuned Jaguars wearing the company's green and yellow badge, but 32 years ago, there was the Lister Storm. Powered by a meaty Jag V-12, the limited-production supercar…

Firing Baalke might make the Jaguars' head coach search tenable again. Might.

Since leaving Jaguar in 2019, former design boss Ian Callum has been busy. Soon after his shock departure, Callum co-founded the Callum brand, a design and engineering consultancy based in the Midlands of the UK. The team hit the ground running, announcing a remastered version of the Aston Martin Vanquish—a…

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,…

My New Year’s wish is for a more intelligent response to progressive bike tech in 2025

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…