Alongside the launch of Jaguar’s I-PACE all-electric car, the manufacturer has released a campaign petitioning for the word ‘car’ to be redefined in the dictionary. As the auto industry shifts gears towards EVs, brands are tapping into young people’s environmentally-friendly demands.

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?

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?

The worldwide electric vehicle industry has turned a corner – the number of global plug-in vehicle deliveries is growing higher each year. With people increasingly environmentally conscious, opting for an EV is eco-keen choice. So, what’s driven this change in fortunes and is it sustainable?