The Jaguar brand has long been positioned as affordable only to the elite, but since releasing models with considerably lower price tags, the carmaker has sold a record number of vehicles. Its latest campaign is hoping to show consumers that Jaguar is an accessible luxury brand.

Brexit, ‘dieselgate’ and ride-sharing apps like Uber have all contributed to a slump in new-car sales. However, despite the anti-car pressures, 2.5 million new cars were still sold in the UK last year. So how are people buying them and who are those people?

With a sleek design, top tech features and no emissions, Tesla’s Model 3 is gaining a lot of attention – more than 500,000 customers have already paid a deposit to get their hands behind the wheel of the car. So how is Tesla’s Model 3 making electric cars cool?

Due to mounting environmental concerns and discourse around toxic masculinity, the traditional gas-guzzling, hyper-macho image of the sports car is losing its lustre. How are luxury car manufacturers developing and marketing their vehicles to meet people’s changing perceptions of status?