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Jaguar's Bold Rebranding: Electric Future or Risky Gamble?

When faced with a decline, companies often wrestle with a critical choice: should they persist with their existing products and marketing strategies, or should they embark on a total rebranding effort? This dilemma has reached the iconic British automotive brand Jaguar, a name synonymous with speed, style, and status. Known for its sweeping lines and powerful engines, the company has struggled to maintain its position in an increasingly competitive automotive landscape dominated by brands like BMW, Mercedes, and Audi.