Best piece I've read on that weird Jaguar rebrand: the rebranding was the brainchild of the man who successfully revived Range Rover... "most strongly saw the parallels between Jaguar and luxury fashion brands."
https://www.ft.com/content/87b75a03-4fa3-4072-bfd2-0d23733dee8a
https://www.ft.com/content/87b75a03-4fa3-4072-bfd2-0d23733dee8a
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