A leaked letter exposes internal discontent among Jaguar's design team over the company's bold rebranding efforts, sparking questions about the brand's future direction.

I n the many, many megabytes of memory used to scrawl thoughts about the Jaguar rebrand from last year, only one thing was clear: everybody seemed to have different and very stron

Jaguar began a campaign to rebrand itself as a luxury electric brand of the future. It gave itself a new logo, revealed the Type 00 concept car, and put out a video of models in brightly colored clothing (with the Type 00 nowhere to be found).