Rory Sutherland on Jaguar's bizarre rebrand and why they've abandoned their British roots

Advertising guru Rory Sutherland joins The Spectator’s political correspondent James Heale to ask: what is Jaguar thinking? This comes after a total gear shift from the heritage British brand which dropped a bizarre teaser video this week ahead of a car launch next month.

As part of a wider rebrand of the company, Jaguar has decided to change its name to ‘JaGUar’ – which, according to the company, has ‘seamlessly blended upper and lower case characters in visual harmony’ – as well as introduce a new colour palette. The move has been read by many as abandoning their British roots in favour of appealing to a broader market. So why are companies turning their back on Britain? And is the future really electric?

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