Ok, I'll weigh in on the Jaguar controversy.  I've known they were reinventing themselves for some time.  Heck, they are taking some year sabbatical from even producing any cars, as they relaunch as full true luxury EV manufacturer.  In essence, the Jaguar you knew is dead. It has been dying for years.  The love you have for them comes from the legendary E Type.  You may have loved the XJS.  Maybe the old legendary XJ.  Their reliability was crap but their styling was undeniable.

Then Ford bought them and they made fancy Tauruses.

Then Tata bought them and they brought out the F Type which looked gorgeous and was an "Aston Martin 1 year later".  And they made good cars but no one bought them.  And they swung to FPace EV and they had problems.  And Jaguar was dying.

Now it is dead.

But the name lives on with a new shite font signifying that, while it sounds the same phonetically, it is a whole new brand.  And the launch video to go with it? Utter garbage that proves they learned nothing from when Infiniti launched in the same manner back in 1991.  Infiniti used landscapes and tones to create a vibe.  Consumers were confused and ultimately crowned Lexus the one true king of the new luxury brands (Lexus, Infiniti, Acura, and the never really launched Mazda one whose name escapes me now). 

In the world of EVs where luxury touches and vibes may be the only thing to differentiate yourself from what will essentially be identical driving experiences... This was their Hail Mary.  As a consumer, prepare for the total commodification of EV cars and that vibes is ALL you'll be aligning yourself with.  The Chinese are coming. Have you seen the EVs they pump out?  And some of their innovations?  The West is so far behind.

 

 With their new trans ad campaign, It feels like their committing corporate Seppuku 

 Meh... It's a trend.  20years ago it would have been "heroin chic".  The 70s had Bowie.  It's a fashion thing, androgyny/trans whatever.  Not your vibe? Don't get one to align with.