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Jaguar’s bold rebranding gamble is under scrutiny as the luxury automaker insists its dramatic sales decline isn’t tied to the shift, but fans and analysts aren’t convinced.

How Jaguar’s rebranding gamble triggered a 98% collapse in sales Jaguar’s rebranding was striking in its departure from the familiar cues that had defined the brand for decades.

Jaguar sales in Europe plunged a shocking 97.5% following a botched rebrand that included a commercial featuring men in skirts to announce its upcoming pivot toward an all-electric fleet — but ...

"To improve our area, we have fought many a battle," Harry Lewis once said.

ECD Auto Design expanded from remaking classic Land Rovers to Jaguar E-Types a few years ago and has since pushed bounds of the iconic car’s versatility.