How hate and homophobia made a genius of Jaguar’s rebrand

A teaser image of Jaguar’s new vehicle (Image: Jaguar)

You don’t yet know too much about Jaguar’s rebranding because the Coventry carmaker hasn’t yet said a lot, but I bet you’ve heard the word on the (social) street. How the “woke” and the “gay” have done for an automotive institution, how on sight of a teaser trailer without any Jaguar product in it Elon Musk asked “do you build cars?” And that such valued opinion formers as Tommy Robinson and Andrew Tate, while in and out of prison cells various, declared they’d never buy a Jaguar again.

This seems like excellent news for anyone selling Jaguars.

If that seems like a lot of fuss over the adoption of a sans serif typeface and a random capitalised G (which I admit

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