How Jaguar's gender-bending rebrand is threatening its total collapse



Storied British car manufacturer Jaguar has a real history. While the brand has undergone acquisitions and changes, highs and lows over its 90-year history, it has also produced beautiful and iconic race cars and luxury sedans along the way — and served as an ambassador for the British automotive industry.

Decades ago, when my late grandfather met the CEO of British Airways on a tarmac in his Mercedes-Benz, the Englishman didn't mention the faux pas. After business happily concluded and my grandfather drove him back to his private plane, the old man thanked him, then said, "Do me a favor and buy yourself a Jag. Send me the bill."

June reports indicated that in April 2025, the once-storied brand sold only 49 cars in Europe.

RELATED: How to destroy a car brand: Jaguar's billion-dollar blunder

Photo by Krishan Kariyawasam

My grandfather never took him up on that offer, but such was the pride of England (and the grudge against the Germans). But no more. In November 2024, Jaguar launched a nightmarishly bizarre, gender-bending advertising campaign called "Copy Nothing." The ad, which was creepier than any 1990s Smashing Pumpkins or Marilyn Manson music video and was years late to the peak of the broader "make everything gay" corporate ad campaigns, promised to "create exuberant, live vivid, delete ordinary, [and] break moulds."

The ad was widely and immediately panned. Jaguar Land Rover Managing Director Rawdon Glover defended the move, saying, "We wanted to move away from traditional automotive stereotypes" to "re-establish our brand and at a completely different price point," and complaining about the "vile hatred and intolerance" that greeted the campaign. It's worth noting that the ad "re-establishing" the brand didn't include even a single vehicle.

In the ensuing months, Jaguar has ejected its supply of traditional vehicles in favor of luxury electric vehicles expected to cost more than $100,000 each and debuting later this year. Unsurprisingly, this has hurt sales — but even worse than some might have expected. June reports indicated that in April 2025, the once-storied brand sold only 49 cars in Europe. That's less than one dealership's worth and, in view of the 1,961 cars sold in April 2024, is a more than 97% decline.

Compare that to Mercedes-Benz, BMW, and Audi, which have also moved toward electric vehicles while not completely rejecting their gasoline inventory, and sold "approximately 50,000 to 75,000 units in April 2025 across Europe."

You can expect real fluctuations when you rebrand, but barring some magical turnaround when the new electrics are launched, there's a solid chance Jaguar goes down in history as the greatest major global brand suicide in automotive history — and as a lesson for those who would consider following.

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2026 Genesis GV70: Is today's best SUV made in America?



The Audi Q5 and BMW X3 better watch their mirrors — when it comes to compact luxury SUVs, the competition is closer than it appears.

The 2026 Genesis GV70 is a compact luxury SUV that blends style, performance, and value, making it a formidable contender against the BMW X3 and other rivals like the Audi Q5 and Mercedes-Benz GLC.

The test model I drove sported the twin-turbo 3.5L V6, which pumps out 375 hp and 391 lb-ft for a 0-60 sprint of just 4.6 seconds.

After spending time with the GV70, I’m convinced it’s one of the best options in its class. To avoid tariffs, Genesis parent company Hyundai will build the GV70 in the USA.

Watch me put the GV70 through its paces below:

Athletic elegance

The GV70’s exterior embraces the Genesis philosophy of “athletic elegance," featuring redesigned bumpers, a dual-weave mesh grille, and striking full LED quad lamps.

Sport trims add black accents, a rear spoiler, and optional 21-inch alloy wheels for a bold, dynamic look, while new exterior colors like Ceres Blue enhance its curb appeal.

Inside, the cabin is a masterpiece, with Nappa leather in four color options, including the stunning Ultramarine Blue with orange stitching.

A single 27-inch OLED display integrates the digital cluster and infotainment, offering seamless access to Apple CarPlay, Android Auto, and a premium Bang & Olufsen 16-speaker audio system. Features like a digital key, wireless charging, and enhanced voice recognition elevate the tech experience.

G-force

Under the hood, the GV70 offers two engines. The standard 2.5L turbo four-cylinder delivers 300 hp and 311 lb-ft of torque, achieving 0-60 mph in 5.6 seconds with 22/28 MPG city/highway.

The test model I drove sported the twin-turbo 3.5L V6, which pumps out 375 hp and 391 lb-ft for a 0-60 sprint of just 4.6 seconds. Paired with an 8-speed automatic and standard all-wheel drive, the V6 adds a Sport Plus mode and adaptive suspension with Road Preview suspension for a responsive, comfortable ride.

There are new drive modes, including terrain mode for snow, mud, or sand, and it can be personalized as well.

Safety and value

Safety is a strong suit, with a standard suite including forward collision-avoidance assist, lane keeping assist, and blind-spot cameras. Upgraded features like hands-on detection and improved remote smart parking assist with diagonal parking capability add confidence.

The GV70 seats five comfortably, with heated and ventilated front seats, a heated steering wheel, and optional massaging seats on top trims. Cargo space is generous at 28.9 cubic feet, expanding to 56.9 with the 60/40 rear seats folded.

Priced from $47,985 to $70,095, the GV70 undercuts competitors while offering class-leading luxury. The 10-year/100,000-mile power train warranty and three years of free maintenance sweeten the deal. Drawbacks? The wiper blade design could improve, and more small-item storage would be nice.

Verdict: The 2026 Genesis GV70 combines high-end features, exhilarating performance, and unbeatable value. Compared to the BMW X3, it offers a more luxurious interior and better pricing, making it a top pick for luxury SUV buyers.

2025 Shanghai Auto Show: Tesla stays home, Xiaomi zooms ahead



The Shanghai Auto Show is a big deal.

Which makes sense, considering that China currently has a 30% share of the global car manufacturing market.

Xiaomi’s SU7 Ultra hyper sedan is the most exciting car to come out of Auto Shanghai 2025. This 1,548hp (1,138kW) electric vehicle can accelerate from 0 to 60 in 1.98s.

This year's edition — which wrapped up last week — brought together 70 car makers from 26 countries showing off some 1,300 vehicles.

What you see there can tell you a lot about the future of the automobile industry. Such as the fact that 70% of this year's offerings were alternative energy vehicles.

Again, not surprising: Despite reeling from tariffs as well as a brutal price war, China remains the world's largest market for EVs.

You can also learn a lot from what — or who — you don't see in Shanghai. In this case, at least 15 of the biggest players in the industry.

Here's a rundown of this year's no-shows — and what their absence could mean:

Tesla

Despite having a major factory in Shanghai, Tesla stayed home for the third year in a row. Why? The primary reason appears to be a lack of significant new vehicle releases to showcase.

Additionally, Tesla's decision may reflect a strategic shift, as it faces intense competition from Chinese EV makers like BYD, NIO, and Xiaomi, who are rapidly advancing in technology and market share. Tesla's absence from China's largest auto show suggests it may be focusing on other markets or methods to maintain its brand presence, especially as its dominance in China is challenged by local rivals offering advanced features.

Negative publicity from a 2021 incident, where a customer protested at Tesla's booth over brake issues, may also contribute to its reluctance to participate in high-profile Chinese auto shows.

Hyundai

This is the first show Hyundai (along with its affiliate Kia and luxury division Genesis) has skipped since entering the Chinese market in 2002. Struggling sales — the company's market share dropped to just 1.6% by late 2024 — and a financial squeeze in the competitive Chinese market, dominated by domestic EV and hybrid brands, likely prompted Hyundai to forego the costly event.

Instead, Beijing Hyundai held a strategic communication meeting in Shanghai days before the show, possibly to outline future plans without the expense of a full exhibition. The focus on new model unveilings elsewhere, such as the IONIQ 9 at the Los Angeles Auto Show in November 2024, suggests Hyundai has prioritized other markets for its latest offerings.

Lamborghini and other luxury brands

Lamborghini was among several ultra-luxury brands that opted out of the 2025 Shanghai Auto Show, alongside Maserati, Jaguar, and Land Rover. The main reason appears to be a significant sales decline in China’s ultra-luxury vehicle segment, which saw a 53% year-on-year drop in Q1 2025 for vehicles priced above 1 million yuan (approximately $137,000 USD).

This market contraction likely made participation in the costly auto show less viable for Lamborghini, especially as domestic Chinese brands are increasingly encroaching on the luxury segment with competitive offerings. The absence of these brands reflects broader challenges for foreign luxury automakers in adapting to China’s rapidly evolving market, where new energy vehicles (EVs and hybrids) are prioritized over traditional high-end combustion models.

The guest list may have been smaller this year, but those who did make it were determined to keep the party going.

Some of the eveals at the show included:

Xiaomi SU7 Ultra

NurPhoto/Getty Images

Xiaomi’s SU7 Ultra hyper sedan is the most exciting car to come out of Auto Shanghai 2025. This 1,548hp (1,138kW) electric vehicle can accelerate from 0 to 60 in 1.98s.

That is super fast! If you want to find a quicker car than this, maybe investigate a top-fuel dragster.

What impresses us the most about this reveal is not the straight line speed but the price tag price — $114,000. Then, when it comes time to charge the SU7 Ultra, you can plug it in and charge from 10% to 80% in 11 minutes.

You also get dual-chamber air springs with adaptive dampers, a torque-vectoring system with a 500Hz refresh rate, carbon ceramic brakes, carbon fiber roof, the list goes on and on about what makes the Xiaomi SU7 Ultra the fastest thing coming out of China right now.

The U.S. will most likely never see it on our shores.

GWM Tank 300 Hooke

The GWM Tank 300 Hooke sports a 2.0-litre turbo-gas four-cylinder under the hood. Also apparently in the works: a 4.0 liter twin-turbo V8-powered Tank. I guess China didn't get the memo that gas-powered cars are on the way out.

Huawei Maextro S800

Feature China/Getty Images

While every brand in China wants a piece of Rolls-Royce, some get closer than others, and the best of the bunch might be this Maextro S800.

Built by phone manufacturer Huawei in partnership with JAC, this plus-size luxury vehicle claims to be bigger than 99.99% of sedans in China.

The cabin sports multiplex-size screens, with the obligatory champagne flutes within reach of the reclining rear massage seats.

Rear seat entertainment is the aim of the game, and the flutes are joined by an aluminium folding table, hot and cold cup holders, a wireless charging area, a refrigerator, and a fingerprint-secured password box for valuable items.

Power-wise, there’s a pure EV version with a 94.364 kWh battery pack and up to 436 miles of range, or there’s an extended-range version with a 63.262 kWh battery pack offering up to 193 miles of electric range.

It’s very likely we’ll never see this car in North America, but prices start at $131,600.

Nissan Frontier Pro

Bloomberg/Getty Images

The release of the Nissan Frontier Pro PHEV is not as “crazy” as the Rolls-Royce copycats littered throughout the show. If China figures are to be adopted, expect 300kW of power, 800Nm of torque, and around 135km of EV-only range.

The Nissan Frontier Pro uses a solid axle 5-link rear suspension like a traditional dual-cab ute, and this should help it off-road. The interior tech includes massive dual screens, massage seats, and there’s Vehicle to Land (V2L) charging as well.

Zeekr 9X

Hector Retamal/Getty Images

Zeekr’s Rolls-Royce Cullinan “inspired” 9X was also revealed at the 2025 Shanghai Auto Show. It’s a flagship model for the brand’s SUV lineup. It will be a hybrid SUV, is powered by a 2.0-litre internal combustion engine and backed by CATL’s Xiaoyao battery, which is said to deliver an all-electric range exceeding 236 miles.

This massive SUV, which will surely weigh nearly three tons, can complete the 0 to 60 mph sprint in three seconds. It also features an “industry-first” dual-chamber air suspension and active stabilizer bars to balance comfort and performance.

What we do know is that it will be opulent. The headlights feature 42,242 laser-engraved, diamond-cut lamp facets to create a “starry sky” effect, and they’re matched by 22-inch mirror-finish forged wheels.

AUDI E5 Sportback

Anadolu/Getty Images

The new China-only brand AUDI (spelled in capital letters, without the four rings) was announced in China last year.

The four-door E5 Sportback is the first model unveiled by the new brand at the Shanghai Auto Show and partners with SAIC Cooperation Project, with its partial Chinese ownership. The new 800-volt AUDI E5 delivers up to 776 hp of power and a maximum range of 478 miles, which is impressive to say the least.

It will be offered in China with rear-wheel or quattro all-wheel drive, and in the sportiest setup, it can accelerate from 0 to 60 mph in 3.4 seconds. Why the company has decided to keep this a China-only vehicle remains to be seen.

For more on the 2025 Shanghai Car Show, check out the video:

Porsche: As American as apple pie? Trump tariffs might mean move to USA



Are you ready for a made-in-the-USA Porsche?

It could happen. Thanks to President Trump's planned import tariffs, Porsche parent company Volkswagen is considering moving production of some vehicles to its Chattanooga, Tennessee, plant.

Making cars in the states also offers protection from various geopolitical shifts, such as an America-first president finally running the country.

The plant currently makes the gasoline-powered Atlas and Atlas Cross Sport, as well as the ID.4 EV. As with many EVs, sales of the ID.4 are lower than expected, meaning that it might make sense to use that capacity on a different model.

Chattanooga bound?

The German car manufacturer might also move production of some Audi models stateside, either to its Chattanooga plant or its in-development South Carolina plant. That plant, which will manufacture the new line of EV SUVs from Scout Motors, is set to open in 2027.

The tariffs are aimed at vehicles built in Canada, Mexico, and Europe, which leaves Audi and Porsche particularly exposed; neither automaker has ever built a car inside the United States.

Both Porsche and Audi build the majority of their cars in Germany and Hungary, though the Cayenne is built in Slovakia and Audi’s Q5 comes from Mexico.

Years to implement

Any changes to the company’s production plan would take years to implement. Any new vehicles added to the production schedule, particularly Porsches, would require adding significant investment to the facility. This would be good for the state of Tennessee and jobs.

There isn’t any word yet as to which Audi or Porsche models could be moved to the Chattanooga assembly plant.

911 stays home

The performance models will likely stay put. Most 911 buyers will probably bite the bullet and pay an additional 25% import tax to get that car. As for Audi, its top-selling Q3 plus the popular Q5 and newer electric models could be built here.

It's important to remember that a tariff is an import tax paid by the importer and usually passed along to the end consumer. The goal of the tariff is not to increase prices but to motivate manufacturers to build their products in the country they’re selling to.

This is standard operating procedure for many countries, especially our top competitor, China.

And history shows it pays to build in America.

BMW's American dream

Take the example of BMW, which started producing all of its global SUVs in Spartanburg, South Carolina, 30 years ago. It's now the automaker's biggest production facility in the world, and BMW is the largest employer in the state.

Making cars in the states also offers protection from various geopolitical shifts, such as an America-first president finally running the country.

BMW is not the only European car company building in the U.S. Volvo also produces many of its vehicles South Carolina. Mercedes-Benz produces vehicles for the American market in Alabama.

Here's hoping other carmakers follow suit. We'll be watching.