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Jaguar is going on a world tour to sell its controversial rebrand to wealthy art lovers

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Jaguar's rebrand caused a social media storm last November as the carmaker diverged from its traditional audience in search of young customers.
Jaguar is set to rebrand its luxury vehicles under the new "Type 00" label, targeting wealthy art lovers and collectors, as part of a strategic shift announced on May 22, 2025. The rebranding aims to position Jaguar's cars as exclusive pieces of art, with limited editions and collaborations with renowned artists and designers. This move is intended to appeal to high-net-worth individuals who appreciate both automotive excellence and the world of art, thereby differentiating Jaguar from other luxury car brands. The first models under the Type 00 banner are expected to be unveiled later in 2025, with a focus on bespoke customization and unique design elements that reflect the artistic vision of their owners.

Read the Full Fortune Article at:
[ https://fortune.com/europe/2025/05/22/jaguar-rebrand-type-00-wealthy-art-lovers/ ]