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Why Jaguar is taking such a big risk with its rebrand and pink concept car

By Kokho Jason Sit, Senior Lecturer in Marketing; Associate Head (Global), University of Portsmouth

Jaguar’s new concept car, the Type 00, has attracted plenty of attention. There have been heated debates about the size of its bonnet and wheels, and the lack of rear window.

At this stage it is just a concept though – an idea designed to demonstrate the kind of engineering and design that will be involved in a new Jaguar vehicle that people can actually buy and drive and which is expected to be

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