There has been much discussion about Jaguar's rebranded image, with many acting like it has destroyed something sacred. But there's method in the madness.

Jaguar has urged people to "trust and reserve judgement" over the rebrand of the carmaker. The company, embarking on the biggest change in its 102-year old history, released a new logo and a so-called "social media tease" this week, ahead of its relaunch as an electric-only brand in early December.

The U.K. legacy carmaker successfully turns eyes toward its Dec. 2 design concept reveal, but is mocked online meanwhile.

Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

A group of multiracial, gender-bending models emerge from an elevator in cutting-edge makeup and bright-colored clothing to a techno-industrial beat into an austere, prismatic landscape.

Pop-out cameras are nothing new; Volkswagen has been using them for its rear-view cameras for years now. This, though, is special. The panel doesn't pop out; it looks to actually bend. Bodywork, even small parts, that are meant to bend repeatedly over years of use is an incredibly daring bit of design.

British luxury automaker’s advertising campaign features models of varying ages, genders and races – but no cars.

Jaguar’s ultra-modern, electric-only and uncharacteristically offbeat rebrand has so far proved unconvincing and, for many, confusing. "The luxury car brand has conveyed an innate sense of style and class through its century-long existence,