Jaguar's Rebrand Might Get a Rebrand. Would That Make It a Re-Rebrand? - Bosch European Redwood City - (650) 368-3000

 

 

 After an ambitious switch to a new logo and a bold yet strange advertising pitch, the new Jaguar may be having second thoughts.

It's being reported in The Telegraph that Jaguar's infamous recent rebrand, in which the core pillars of the British automaker's brand were tossed out and redone, may itself be on the verge of being tossed out and redone as Jaguar searches for a new advertising agency. The rebrand spelled the end of the "leaper" Jaguar logo along with the whole tweed-lined, sniffy gentleman buyer profile while introducing weird pop-art ads with only models and no cars, a new Jaguar logo, and the polarizing Type 00 EV concept. The internet had a field day with the provocative new direction.

Oh, and Jaguar pledged to basically stop selling new vehicles globally for two years while it winds down its current lineup and winds up an all-new one, starting with the 2026 four-door GT previewed by that Type 00 concept. (Here in America, dealers will sell down existing inventory through the end of this year.) So it's a weird time for Jaguar, and one that's about to possibly get stranger if the company decides to go in yet another new direction.

As of this publishing, Jaguar and the agency responsible for the new advertising campaign and brand relaunch, Accenture Song, aren't confirming the story, so it's possible that nothing is changing. (Jaguar and Accenture Song have a contract that apparently runs through 2026.) And while the rebrand was certainly odd and a severe break from what everyone associates the Jaguar brand with, it did accomplish its primary goal: getting attention. Think about it—when was the last time you really thought about Jaguar at all before brightly dressed models milled around without a car in sight to the tagline "Copy Nothing"?

Jaguar should probably stick with its new direction for now, if only because backtracking would fortify the impression it doesn't have any idea what it's doing. And the old Jaguar clearly wasn't working, whatever nostalgia anyone might have for the brand and its prior GT and sports cars

Again, the idea going forward is for Jaguar to sell fewer cars at higher price points, shifting from an everyday Lexus or Mercedes competitor to something more like Aston Martin lite; the company is said to be more profitable at lower volumes than at higher ones. It has buzz on its side with the current rebrand, which could be enough to get people to fork over six figures for new Jags.

source: https://www.motortrend.com/news/jaguar-rebrand-possibly-getting-rebrand-again/photos

by Alexander Stoklosa

Porsche - Repair and Service Redwood City - Porsche raises 600,000 euros for charity at Le Mans- Bosch European (650) 368-3000

 

 

Porsche has raised 600,000 euros for charity after their factory 963 Hypercars completed a total of 1,159 laps at the 24 Hours of Le Mans.

The Porsche Penske works team at the FIA World Endurance Championship round raised funds for the non-profit children’s charities, Interplast Germany e.V. and Kinderherzen retten e.V..

Their Racing for Charity initiative has run for three consecutive Le Mans, having begun in 2023, during which 500 euros is donated for every lap completed by each of the Porsche Penske cars, of which there were three this year, following the #4 963’s win of the 2024 IMSA GTP championship title.

Porsche raised 579,500 euros for this year’s effort but has rounded that up to 600k.

Racing for Charity has raised over 2.4 million euros since 2023. Kinderherzen retten e.V. collaborates with the University Hospital Freiburg to provide children with life-changing, one-time surgeries.

Interplast Germany e.V. focuses on humanitarian plastic surgery for treatment addressing accidents, burns, congenital malformations, or chronic wounds.

Porsche Penske fought hard to challenge the #83 AF Corse Ferrari 499P, which won. Kevin Estre asserted a monstrous opening stint in the #6 Porsche from the back of the 21-car Hypercar field towards the front.

The #6 Porsche Penske crew of Estre, Laurens Vanthoor, and Matt Campbell ended up in the highest-placed finish out of the Porsche Penskes, in second place after completing 387 laps, just 14.084 seconds behind the winning #83 Ferrari.

Their #5 Porsche driven by Julien Andlauer, Michael Christensen and Mathieu Jaminet followed in sixth position (386 laps) and the #4 Porsche trio of Felipe Nasr, Nick Tandy and Pascal Wehrlein in eighth (386 laps).

 

source: https://www.motorsportweek.com/2025/06/20/porsche-raises-600000-euros-for-charity-at-le-mans/

by Mohammed Rehman

 

Range Rover - Repair and Service Redwood City - Land Rover Announces a New Defender 110 Trophy Edition - Bosch European Redwood City - (650) 368-3000

 

 

 The new Defender 110 Trophy Edition is fit to tackle the inaugural Defender Trophy, decked out in callback adventure wear.

One of Car and Driver's own having narrowly avoided death from all angles behind the wheel of a Land Rover Discovery TDi during the 1993 Camel Trophy in Borneo, we can attest that the British marque and its vehicles know how to take adventure to the ragged edge. While the notoriously rigorous Camel Trophy and subsequent G4 Challenge are no more, Land Rover is introducing a new Defender Trophy international adventure series for 2026 and a special Defender 110 Trophy Edition model to go with it.

 

 The new Defender 110 Trophy Edition will serve as the competition's off-road weapon of choice, fitted with celebratory styling elements and expedition-ready parts. The special-edition model is offered in two colors: Deep Sandglow Yellow or Kenswick Green, with the former recalling a staple hue on historic Camel Trophy vehicles and the latter celebrating the U.K.'s lush greenery. Exclusive Trophy decals also adorn its gloss black hood, C-pillars, and rear tailgate. On the inside, Ebony Windsor Leather seats preserve some luxury in the cabin.  

Apart from the unique colors and decals, most of the Trophy Edition's external modifications are already available on the standard four-door Defender via the $5400 Explorer Pack, but they'll be put to good use during the Defender Trophy. To reduce underbody threats, it comes with a front undershield, a rear scuff plate, and wheel arch protection. Gloss black 20-inch wheels fitted with all-terrain tires should also make quick work of iffy topography, and a raised air intake is meant to filter out any airborne dust clouds. Since gear storage is aways a critical aspect of lengthy safaris, the Trophy Edition features a large roof rack, a side-mounted gear carrier, and a deployable roof ladder to reach objects stowed overhead.

The Trophy Edition is available to order now, priced at the equivalent of about $121,000.

Final Will Be in Africa in 2026

Ultimately, the Discovery Trophy is meant to put the new special-edition model to the test, but contestants from more than 50 countries will initially duke it out on the regional level before moving on to a rigorous global final in Africa. Land Rover hasn’t said what the exact hurdles will be, only that the contestants will face "driving challenges, ingenuity challenges, and physical challenges" along the way.

The African final will be hosted in the fall of 2026 by Tusk, an African wildlife conservation group, with the teams' progress to be shared online. After completing the adventure, Land Rover says, the winner will "get the opportunity to leave a positive legacy with the people and places touched by Defender Trophy."

If you're in a participating country, at least 23 years old, can swim 50 meters, can drive internationally, and speak fluent English, your chance to get dirty is coming.

source: https://www.caranddriver.com/news/a65138393/land-rover-defender-110-trophy-edition-revealed/

by Aston Parsons