«The future Jaguar is offering feels baffling rather than visionary»

After Jaguar's unveiling of its bold new identity was met with an online backlash, Sophie Tolhurst deconstructs and analyses the rebrand. It won't have escaped your notice that last week British car brand Jaguar launched a new identity and campaign video ahead of revealing a concept electric vehicle (EV) at the upcoming Miami art week. The reaction online has been fierce,...