British automaker Jaguar is undergoing one of the boldest transformations in its 100-year history. From switching to an all-electric lineup to unveiling a new brand identity, Jaguar is taking a radical approach to stay relevant in a fast-changing automotive market. But will its rebrand resonate with consumers — or alienate its traditional base?
In this episode of Down to Business English, Dez Morgan and I get Down to Business with Jaguar — one of the UK’s most iconic automotive brands. Our conversation traces Jaguar’s history, from its early days as a motorcycle sidecar maker to becoming a luxury automaker with global prestige. We then focus on Jaguar’s current transformation: a shift to fully electric vehicles, a completely redesigned logo, and an unexpected marketing campaign that raised eyebrows.
Skip and Dez’s conversation offers listeners a look into brand reinvention, market adaptation, and design strategy — all while improving your Business English vocabulary. In this episode, you will learn:
- How Jaguar got its start in the automotive industry.
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- Why Jaguar is switching to a fully electric lineup by 2025.
- How Jaguar’s rebrand differs from its luxury car competitors.
- What public reactions have been to its new logo and concept ad.
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