WHY JAGUAR'S RIGHT TO STICK TO ITS CONTROVERSIAL REBRAND

Summary from the TLDR Design newsletter

Jaguar's controversial rebrand, launched with bold concept cars in striking colors, deliberately distanced the brand from traditional buyers to target a younger, wealthier, design-focused audience. While sales have dipped, Jaguar is embracing exclusivity with cars priced over $130,000. It claims that rising interest among high-income and younger consumers is proof that the polarizing strategy is working.