Jaguar Transformation: Its All About the Tribe

Jaguar is indeed transforming, but their focus is not on fine automobiles first. They are focued on their PRIDE tribe. With their new "reimagination", the Jaguar leadership has clearly leveraged their iconic brand in the culture war to support LGBTQ+ efforts. They have expanded their founders' quote "to copy nothing" to incorporate an LGBTQ+ reimagination of their brand where trans symbols and culture have primacy.