Let's stay true to Jaguar's philosophy: let's be a copy of nothing, let's lead and not follow, let's be the first. At the time, we were the first brand to fully commit to Formula E.

Children are bought and sold like animals, sometimes at a lower price than animals. 168 million children work as child labourers, more than 200 million children who should be in education are not at school. We see two different constituencies of children. One group who enjoys their childhood, and others who are deprived of their fundamental right to be children.

This approach initiated a trend that endured over the years, leveraging the power of peer pressure. It transformed each young owner of UGG boots into an ambassador for our brand, proving to be an incredibly potent marketing strategy.

Humanity has always been concerned with the end of the world!

Humans have this incredible ability; we understand the world around us, we can dream, we can share visions of the future and persuade each other- and ourselves- to improve. This is so deep in our biology.