Christopher Fildes

Sayonara, Pilks — we’re short of owners with their hearts in the business

Sayonara, Pilks — we’re short of owners with their hearts in the business

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Gavin Mortimer

Why Jaguar’s rebrand is doomed

Jaguar’s disastrous makeover has left many people wondering if it isn’t April Fool’s Day. It’s not, of course. After 89 years of success with pale, stale males, Jaguar – which is relaunching as an electric-only brand – has decided a new clientele is in order. Jaguar is gambling on attracting a younger, urban Progressive customer

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