Jaguar began a campaign to rebrand itself as a luxury electric brand of the future. It gave itself a new logo, revealed the Type 00 concept car, and put out a video of models in brightly colored clothing (with the Type 00 nowhere to be found).

Jaguar's designers raised concerns about the company's rebrand more than two years ahead of time, and now the team's grievances have been laid bare.

I n the many, many megabytes of memory used to scrawl thoughts about the Jaguar rebrand from last year, only one thing was clear: everybody seemed to have different and very stron