• Apple exec Eddy Cue explained why the company has not built its own search engine.
• Google has a deal with Apple to be its default search engine, and Apple wants to keep it that way.
• The exec explained Apple's reasoning in a filing related to the DOJ's antitrust case against Google.

Apple says it plans to stick to what it knows best, and that doesn't include building its own search engine.

In court papers filed this week in Washington, DC, Eddy Cue, Apple's senior vice president of services, listed the reasons the iPhone maker does not want to create its own search engine.

The filing was made in connection to the Department of Justice's antitrust case against Google, which argues that Google has an illegal monopoly over the search engine market. One of the DOJ's key pieces of evidence in the trial is a revenue-sharing deal between Google and Apple that makes Google the default search engine on Apple's Safari browser on all its devices. Google has been paying Apple for this default search engine status since 2002. Google's payout has increased dramatically over the years, rising to around $20 billion in 2022.

Apple had asked to participate in the trial to defend its partnership with Google, Reuters reported. And in this week's filing, Cue explained the motivation behind the deal, including why Apple uses Google's search engine instead of creating its own.

He gave three main reasons:

1. Developing a search engine would "cost billions of dollars and take many years," Cue said in the filing. He added that it would divert employees and capital investment away from the company's other areas of growth.
2. Search is "rapidly evolving" alongside artificial intelligence, and investing in it now would be "economically risky," Cue said.
3. Search engines require a platform to sell targeted advertising, and that is not a core part of Apple's business, Cue said. He said Apple also does not have the staff or operational infrastructure to build out a successful search advertising business. And he said it could conflict with Apple's "longstanding privacy commitments."

Cue said the DOJ is wrongly assuming that, without a deal with Google, Apple would create its own search engine. Cue said that's not likely, regardless of the case's outcome. And he warned that if the DOJ blocks Google's revenue-sharing deal with Apple, then "it would hamstring Apple's ability to continue delivering products that best serve its users' needs."

Cue also highlighted Apple's revenue-sharing agreements with other search engines. These include deals that give Yahoo!, Microsoft Bing, DuckDuckGo, and Ecosia access to Apple users' Safari search queries, he said.

In 2018, Apple considered buying Microsoft's Bing search engine or investing in a multibillion-dollar deal to allow Bing to supplement some of Google's dominance on Apple devices, CNBC reported in 2023. But the deal, which could have tarnished Apple's relationship with Google, ultimately did not go through, according to the report.

• Uber is continuing to expand its ride options, and some might surprise you.
• The ride-hailing company launched Uber Shikara in India and Uber Shuttle in the US this year.
• It plans to bring more boat and flight options in 2025.

You might be hopping into an Uber at some point this holiday season — and depending on where you live, that ride could take many different forms.

Uber's ride-hailing services are currently available in more than 10,000 cities in over 70 countries on six continents, a company spokesperson said. And in many of those places, the company offers more than just car rides.

In some some parts of the world, you can take rides on an Uber Boat, Uber Shuttle, Uber rickshaw, or Uber Shikara, and in the past, the company has also offered more novel travel options like Uber Yacht and Uber Sleigh.

Even more options are coming in 2025.

Uber by air

Uber has been looking to the skies for years, and the US-based tech company has some big aerial plans for 2025.

In 2017, Uber offered helicopter rides, dubbed UberCHOPPER, in the United Arab Emirates, between Dubai and Abu Dhabi, for one day only to visitors of that year's Formula 1 Grand Prix race. The less-than 30-minute trip, which could accommodate up to six people, cost about $544 per person in today's dollars.

In 2019, Uber launched an ongoing helicopter ride-hailing service in New York City called Uber Copter. The offering allowed riders to request a copter ride from Manhattan, below 110th Street, to John F. Kennedy International Airport between the hours of 2 p.m. and 6 p.m. Monday through Friday.

For around $200, the service included a ride from your pickup location to the heliport, an 8-minute helicopter flight, and a ride from the heliport to your destination.

The service was short-lived, however, as the company discontinued it in 2020 during the COVID-19 pandemic.

But Uber isn't done with air travel just yet.

By late 2025, Uber plans to launch electric commercial "air taxis" in New York City and Los Angeles in partnership with Joby Aviation, which manufactures electric takeoff and landing vehicles, or eVTOLs.

Earlier this year, Business Insider's Taylor Rains toured one of the sleek new eVTOLs, which are much quieter and more eco-friendly than traditional aircraft.

"We're excited to continue exploring electric vertical take-off and landing (eVTOL) partnerships in the Advanced Air Mobility space," an Uber spokesperson told BI. "This transformational technology will require connected mobility solutions on the ground and in the air to make this future a reality, especially for trips up to 100 miles."

Uber by boat

Uber offers a few different ways to glide across the water via river, sea, and lake.

One popular Uber Boat option is a water shuttle service on the River Thames in London, which launched in 2020 in partnership with boat operator Thames Clippers.

Riders can purchase a one- or two-day hop-on, hop-off pass for about $27 or buy Point A to Point B tickets, which can range in price depending on where you're going. An end-to-end single adult trip costs around $21, while shorter distances can be around $6.

Business Insider took a ride on an Uber Boat in 2021 and reported that it was much more fun than a traditional taxi ride.

And in 2025, Uber is expanding London's Uber Boat with the UK's first fully-electric cross-river passenger ferry, which will have capacity for 150 people and 100 bikes.

But if you're looking for a more upscale way to hit the waves, Uber launched a few higher-end European water transport services over the summer.

In August, travelers could book an Uber Yacht in Ibiza, Spain, to take up to eight passengers on an 8-hour private ride around the island, complete with Champagne, artisanal snacks, and land transportation to and from the skipper. The luxury adventure cost around $1,650.

Uber also started an on-demand "Limo Boat" service in Venice, Italy, in July for up to six people at about $124 per trip. The company also expanded its Uber Boat service in Greece from Mykonos to Athens, Corfu, and Santorini.

Though these higher-end options were seasonal offerings for the summer of 2024, Uber plans to announce more boat options in 2025, a company spokesperson told BI.

In December, the ride-hailing company launched Uber Shikara on Dal Lake in Srinagar, India.

Riders can book a one-hour ride on one of the traditional wooden boats, which are typically canopied and ornately painted, for up to four passengers. Uber says it will not collect any fees on the ride, and the entire amount of the fare will go directly to the Shikara driver.

Uber by land

Uber has also expanded on its original mode of transportation.

Aside from the traditional car options of UberX, UberXL, Uber Share, Uber Black, and others, the company now offers services like Uber Shuttle and Uber Auto.

In October, Uber announced its first-ever airport shuttle, which takes riders in New York City from Midtown Manhattan to LaGuardia Airport in Queens for $18.

Uber Shuttle also operates in cities throughout India, Brazil, Mexico, and Egypt.

You can also catch a ride on an Uber Auto, a three-wheeled motorized rickshaw, in over 60 cities in India. The service is so popular that Uber has expanded it into Sri Lanka, Bangladesh, Pakistan, and Tanzania, a company spokesperson said.

One of Uber's newest seasonal offerings is Uber Safari, available through the end of January, which takes up to four passengers on a day trip through the Aquila Private Game Reserve in Cape Town, South Africa for $200.

Or, if you want to take driving into your own hands, the Uber app also lets you book electric Lime bikes and scooters, or get a rental car from a local agency delivered to your doorstep.

In one of its most novel offerings, the company offered free Uber Sleigh rides — yes, on an actual reindeer-pulled sleigh in the snow — in Lapland, Finland for a week in December 2022.

What's next for Uber

Uber is continually expanding its offerings. And, in addition to bringing more flight and boat services to the app in 2025, Uber is also planning to push into the world of autonomous driving.

The company, which announced its first-ever full-year operating profit in February, is reviving its robotaxi dreams.

And on the business side of things, in 2024, the company's stock had gained around 6% by late-December, trailing the benchmark S&P 500 index, which had gained more than 27% over the same timeframe. (Main competitor Lyft was up only around 0.8%.)

• Alexis Ohanian predicts AI will drive demand for more raw human experiences.
• In 10 years, live theater will be more popular than ever, the Reddit cofounder contends.
• He says no matter what jobs are replaced by AI, humans will always have an advantage in empathy.

Alexis Ohanian predicted that in a future oversaturated with artificial intelligence, people will seek out more raw, emotive human experiences.

And in 10 years, he said, live theater will be more popular than ever.

The 41-year-old, who co-founded social media platform Reddit in 2005, told the "On Purpose with Jay Shetty" podcast this week that AI will soon have an undeniable impact on nearly every aspect of society, including the entertainment sector.

Ohanian, who also founded venture capital firm Seven Seven Six in 2020, said that the industry will see a big shift when AI makes on-screen entertainment better, faster, cheaper, and more dynamic — which he said is happening.

Every screen we look at will become so programmed to show us "what we want, when we want it, how we want it," he said, that "a part of our humanity will miss, you know, thousands of years ago when we were sitting around a campfire and that great storyteller was doing the voices and the impressions.'"

"That's ingrained in our species," he said.

And that kind of raw, in-person magic will feel novel, he suggested.

"I actually bet 10 years from now live theater will be more popular than ever," Ohanian said. "Because, again, we'll look at all these screens with all these AI-polished images, and we'll actually want to sit in a room with other humans to be captivated for a couple hours in a dark room to feel the goosebumps of seeing live human performances."

The same is true for sports, he told Shetty. "We need humans doing that. We need to feel their pain and their success and their triumphs," he said. "Those are the areas that get me most hopeful."

AI can't replace genuine human empathy, Ohanian suggested.

No matter what jobs robots take over from us in the future, fields of work where empathy is a core component of the job will have an advantage, he said. And that's why one of the most important, marketable skills he's teaching his kids is empathy, he said.

• Nima Momeni was found guilty of second-degree murder in Cash App founder Bob Lee's stabbing death.
• Momeni killed Lee after a dispute about Momeni's sister, prosecutors argued.
• Momeni, who was acquitted of first-degree murder, faces 16 years to life in prison, the DA said.

A San Francisco jury found Nima Momeni guilty of second-degree murder in the fatal stabbing of 43-year-old Bob Lee, the creator of Cash App.

Momeni, a 40-year-old tech consultant, was accused of killing Lee in the early morning hours of April 4, 2023. Police had discovered Lee bleeding heavily from multiple stab wounds on an empty street in downtown San Francisco after he had called 911 for help. Lee later died of his injuries.

Prosecutors successfully argued to the jury that Momeni stabbed Lee three times with a knife he took from his sister's kitchen set.

Prosecutors said Momeni planned the killing after learning Lee introduced his sister to a drug dealer who drugged and sexually assaulted her, Fox News reported.

Momeni had confronted the Cash App founder about his sister, who had been drinking with Lee and a group of friends. Momeni asked Lee if she "was doing drugs or anything inappropriate," according to court documents. Prosecutors said a witness saw Lee reassuring Momeni that his sister had not taken any substances and that "nothing inappropriate had happened."

Later, Momeni lured Lee to a secluded area where prosecutors said he stabbed Lee before fleeing.

Momeni testified in court that he had been acting in self-defense. Momeni said he and Lee were driving together but pulled over because Momeni thought Lee was going to vomit, NBC News reported. Momeni said Lee then attacked him after he had joked that Lee cared more about strip clubs than his family, the outlet reported. Momeni told the court Lee pulled out the knife, and the pair struggled over it before Momeni walked away not realizing Lee had been stabbed.

But Assistant District Attorney Omid Talai argued that Lee was "stabbed through his heart and left to die," NBC News reported.

"In a world where the powerful and well-connected sometimes act as though they are immune to consequences, it is heartening to see a jury of ordinary San Franciscans demonstrate that if you break the law, you will be held accountable," Talai and Assistant District Attorney Dane Reinstedt said in a press release.

Momeni, whose attorneys didn't immediately respond to a request for comment from BI, was acquitted of first-degree murder charges. He faces 16 years to life in prison, the district attorney's office said.

• UnitedHealth Group's CEO eulogized his slain colleague, Brian Thompson, in a New York Times op-ed.
• Thompson's shooting sparked a nationwide debate about the state of the health insurance industry.
• Witty's op-ed faced fierce online criticism from people who said it didn't offer solutions.

The head of UnitedHealth Group, the parent company of UnitedHealthcare, is responding to the "vitriol" that's been lodged — both on- and offline — against the health insurance industry and its workers.

In an op-ed published in The New York Times on Friday, UnitedHealth Group CEO Andrew Witty expressed his grief over the fatal shooting of UnitedHealthcare CEO Brian Thompson last week, as well as his appreciation for the "outpouring of support" for Thompson. He then condemned the mounting rhetoric that he said has glorified violence against health insurance workers.

"We also are struggling to make sense of this unconscionable act and the vitriol that has been directed at our colleagues who have been barraged by threats," Witty wrote.

"No employees — be they the people who answer customer calls or nurses who visit patients in their homes — should have to fear for their and their loved ones' safety," he wrote.

Witty acknowledged growing criticism that the healthcare industry is flawed and defended his company's place within it.

"We know the health system does not work as well as it should, and we understand people's frustrations with it," Witty wrote, adding that his company's mission is to build a system that works better for everyone.

And Thompson, he added, advocated for ideas "aimed at making health care more affordable, more transparent, more intuitive, more compassionate — and more human."

The fatal shooting of Thompson outside a midtown Manhattan hotel last week sparked a nationwide conversation about the state of the US health insurance industry, with many criticizing the system's ability to provide lifesaving care.

Social media has been inundated with memes mocking Thompson's death, praising the shooting suspect, and calling out other healthcare CEOs. Some executives have sought out greater security over fears for their safety, though the suspect has been arrested and charged in connection with Thompson's murder.

Witty's op-ed in the Times had received more than 2,400 comments as of Friday afternoon, many of which ridiculed his statement and condemned what they said were UnitedHealth Group's practices of denying insurance claims.

A number of commenters called out Witty for saying the system is flawed without providing any tangible solutions to fix it. Others criticized the for-profit health insurance system as a whole, with some acknowledging that businesses are meant to make a profit and others advocating for nonprofit healthcare.

UnitedHealth didn't respond to a request for comment from Business Insider.

• Executive security is getting a closer look after the fatal shooting of UnitedHealthcare's CEO.
• Private security companies say they've gotten an influx of calls.
• Executive security spending at S&P 500 companies has been on the rise — doubling from 2021 to 2023.

Update: A "person of interest," 26-year-old Luigi Mangione, was arrested in connection with Brian Thompson's death in Altoona, Pennsylvania, on Monday.

Following the fatal shooting of United Healthcare CEO Brian Thompson this week, some high-level executives are ramping up their own security.

The host of a series of national and international executive leadership summits told Business Insider that a surge of corporate leaders has been reaching out to him this week to inquire about security at the events.

Jeffrey Sonnenfeld — a professor and senior associate dean for Leadership Studies at Yale who also heads Yale's Chief Executive Leadership Institute — has been hosting summits for top company executives for decades.

He said that over the last few years the institute has significantly increased the security it provides executives at its events in the US. But things have shifted this week ahead of the institute's coming CEO Summit in Manhattan in December.

"What's really different for us, this coming one, is so many people inquiring to make sure we have it" Sonnenfeld said, in reference to event security. "We never used to get inquiries about it."

Sonnenfeld said the institute had increased security at its events long before Thompson's fatal shooting because company leaders have increasingly faced threats and general hostility from the public.

"Sadly, CEOs have been made into foils or scapegoats for the far-left and the far-right," he said, "so that the political grandstanding has looked to make excuses for whatever unhappiness people have."

This year marks the first time the December CEO Summit will have armed and uniformed NYPD officers all around it, Sonnenfeld said. But, he added, the CEOs are thrilled to get together to compare notes with other CEOs on what they're doing about security.

Meanwhile, the fatal shooting has led to a surge of interest in beefed-up security for company leaders, people at private security firms said.

Michael Kozhar, the vice president of operations at International Security Services, Inc., of Brooklyn told BI that in the past few days, his company has seen a rise in calls from executives and companies looking to upgrade their security.

Still, because the attack on the healthcare executive appears to have been targeted, Kozhar said there hasn't been a lot of action so far in terms of companies actually engaging in more security services beyond inquiries. "If these incidents become more frequent, the atmosphere surrounding the purchase of security services will change drastically," he cautioned.

Matthew Dumpert, managing director at Kroll Enterprise Security Risk Management, told CNBC on Thursday, that he'd also received calls.

"We had CEOs and other executive-level and board members reaching out to us all throughout yesterday and today to increase their own executive protection, their own personal security around the clock, 24/7," he said.

Because executives are the face of an organization, they can receive the brunt of the blame for their customers' frustrations, Dumpert told the outlet. And for organizations that deal in life and death matters — like health insurance companies — that ire can be even more potent.

Allied Universal, which provides a range of security and protection services to Fortune 500 companies, saw a surge of potential clients reaching out on Wednesday following the attack on Thompson, company leaders told The New York Times.

But it's not just the events of this week that are giving executives cause for concern.

Targeted attacks — both online and offline — on executives and their families have risen dramatically in the last five years, Chris Pierson, the CEO of digital executive protection agency BlackCloak, told the Times. The firm's data shows that the most frequently targeted executives work in the health care, biomedical, and pharmaceutical industries, according to the outlet.

In the last few years, companies have been increasing the amount they spend on security for their top executives.

Between 2021 and 2023, the median total value of security benefits provided to named executive officers at S&P 500 companies doubled, according to data shared with Business Insider from executive compensation research firm Equilar.

The prevalence of companies offering security benefits also increased modestly — by around 4% over the same timeframe, according to Equilar.

The shooting of Thompson, who didn't appear to have security protection when he was killed in Midtown Manhattan on Wednesday morning, sparked a dayslong manhunt for the suspect. As of Friday afternoon, the suspect is still at large, though authorities believe he has fled the city.

On Thursday, United Health Group, the parent company of UnitedHealthcare, issued a statement: "Our priorities are, first and foremost, supporting Brian's family; ensuring the safety of our employees; and working with law enforcement to bring the perpetrator to justice."

• Leaders in the healthcare industry were shocked by the death of UnitedHealthcare CEO Brian Thompson.
• Healthcare leaders shared their condolences in the hours after he was killed.
• "The country lost a leader committed to improving patient care," one CEO wrote.

The killing of UnitedHealthcare CEO Brian Thompson sent shockwaves through the healthcare industry.

Thompson, a 20-year veteran of the company, was fatally shot Wednesday morning on his way to an investor conference for the UnitedHealth Group, the parent company of UnitedHealthcare. The meeting was called off as attendees grappled with the tragic news.

Update: Police have arrested a person of interest in Thompson's killing, 26-year-old Luigi Mangione.

UnitedHealth Group is the largest healthcare carrier in the US, but its competitors came together Wednesday, along with countless peers of Thompson's, to reflect on the industry leader.

"I find myself at a loss for words to appropriately articulate the depth of our feelings for the loss of Brian," Antonio Toft, UnitedHealth Group's vice president of people, culture, experience, and diversity, equity, and inclusion, said in a LinkedIn post. "He was not only a remarkable leader but also a cherished friend and mentor to many of us."

Toft added: "Brian was a true champion for our people and the community, and his impact will continue to inspire us all."

Here's what other health companies and their leaders said about Thompson.

Michael J. Alkire, president and CEO of Premier

"When UnitedHealthcare CEO Brian Thompson's life was tragically taken in Manhattan this morning, the country lost a leader committed to improving patient care," Michael J. Alkire wrote in a LinkedIn post. "Even more tragic, Brian's family lost a father, a son and a brother. I can't imagine their anguish.

"The entire Premier Inc. team and I offer our deepest, most heartfelt condolences to Brian's loved ones and colleagues.

"To honor Brian's memory, we must continue to come together and innovate to improve patient care. That's the legacy he created over two decades in healthcare."

Maria Ghazal, president and CEO of Healthcare Leadership Council

"As a dedicated leader in our industry for over two decades, Brian worked tirelessly to advance healthcare delivery and access for millions of Americans," Maria Ghazal wrote in a LinkedIn post. "His sudden and senseless death is felt deeply by us all."

Rob Davis, CEO of Merck & Co.

"I am saddened to hear about the tragic loss of Brian Thompson, CEO of UnitedHealthcare. His leadership and dedication made a meaningful impact on the health care community. My thoughts are with the Thompson family and all those who worked alongside him," Rob Davis wrote in a LinkedIn post.

Don Antonucci, president and CEO of Providence Health Plan

"Violence has no place in our society, and its presence in our healthcare community is particularly devastating," Don Antonucci wrote in a LinkedIn post. "To our colleagues at UnitedHealthcare — our entire Providence Health Plan family stands with you during this unimaginably difficult time. Our hearts are with Brian's family, friends, and the entire UnitedHealthcare team."

Justin Lake, healthcare analyst with Wolfe Research

"I can literally say that not only myself but my family is better off for having known Brian Thompson and I know from the outpouring of emotion and profound loss today from colleagues across the Wall Street and healthcare communities that there are many, many more who feel exactly the same way," a note from Justin Lake said, according to Bloomberg.

"Most of us sit in jobs where we are fortunate to work with intelligent and thoughtful colleagues on a daily basis, but the relationships we all value and treasure most are with those where the business or investing acumen is combined with character, integrity, kindness and good humor," he also said. "These are the people you feel fortunate to simply interact with much less count as a friend and while I can say my little corner of HC Services certainly has a long list of these types, Brian sat at or near the top for everyone that knew him."

Kaiser Permanente

"Many of us have worked with and known Brian well over the years, and this devastating loss will be felt by all who knew him," a spokesperson for Kaiser Permanente told Business Insider.

Health Care Service Corp.

The company told BI in a statement that Thompson "was a respected leader focused on expanding access to critical health care."

Elevance Health

In a statement to BI, Gail Boudreaux, the president and CEO of Elevance Health, called Thompson's killing a "senseless act of violence," adding: "Leadership in healthcare is marked by dedication, compassion, and a profound commitment to improving lives, and Brian embodied these qualities and more."

David Ricks, chair and CEO of Eli Lilly and Co.

David Ricks was asked about Thompson's death during Wednesday's DealBook Summit. He later shared a LinkedIn post saying that Thompson "was an industry leader and a good partner to Lilly. Our thoughts and prayers are with his family and the entire UnitedHealthcare team."

Humana

"We are shocked and saddened by the tragic death of Brian Thompson, CEO of UnitedHealthcare," Mark Taylor, director of corporate communications at Humana, said in a statement given to BI. "Brian was a visionary leader in our industry, and his loss will be felt for years to come. Our thoughts and sincerest condolences are with his family, friends, and colleagues at this difficult time."

• Jaguar's rebrand has been controversial — but its rollout might also be a genius move.
• Advertising veterans told Business Insider the strategy could help mark a new era for the brand.
• Still, not everyone was convinced: Other marketing experts said Jag's final product might disappoint.

Jaguar has generated a lot of buzz since unveiling its rebranding campaign, culminating this week with the release of a conceptual design for its next generation of electric vehicles.

When the luxury British carmaker debuted its redesigned logo, brand philosophy, and promotional video last month, it stirred up controversy on social media. Some conservative personalities argued that the new aesthetic abandoned Jaguar's heritage and pushed into "woke" politics, while others questioned why the promo video didn't feature any cars.

That first phase of Jaguar's rebrand had some advertising veterans divided on whether the strategy was a smart move for the iconic brand.

And that division carried through to Jag's latest update on Monday, which finally paired images of cars with its "exuberant modernism" vision. Now that concept cars are connected to the initial rebranding video, some marketing professionals are praising Jaguar's "brilliant" strategy — while others remain less convinced.

"Jaguar's paced unveiling is a brilliant strategy to keep people talking and interested in a highly competitive auto marketplace," Jim Heininger, the founder and principal of the Chicago firm The Rebranding Experts, told Business Insider after seeing the conceptual car rollout.

"This is a master class in what rebranding can accomplish for a company — a new forward-facing product and brand, clearly designed for its new customer persona, that everyone is talking about," he said.

Heininger — whose 30-year career includes work for P&G, McDonald's, and Anheuser-Busch — argued that Jaguar set high expectations when it debuted its controversial rebrand last month.

He said the concept car unveiling delivered on those expectations. The car effectively signals the company's "boldly modernistic" vision and "departure from the past," he said. The colors, design shapes, and new logo "feel right when you see it on the concept car."

Greg Andersen, the CEO of the Omaha, Nebraska, creative agency Bailey Lauerman, also lauded Jag's marketing strategy.

"What exceeds expectations is the breadth and depth of the Jaguar brand vision," said Anderson, who's worked for brands such as Google, Levi's, Burberry, and Axe before joining Bailey Lauerman.

"They have revealed much more than a concept car," he said. "It seems it is the beginning of the story of the Jaguar brand vision, which they can easily chapter out and stretch to the production model reveal."

But looking to the future, Andersen said the company's strategy has to remain well-executed when it comes time to reveal its new EV, which the company has said it expects to happen in late 2025 before hitting showrooms in 2026.

"I think the biggest risk for them now is making sure the production model lives up to the promise and doesn't suffer death by a thousand cuts," Andersen told BI. "Rolling out an unapologetic, future-facing brand along with a marginally better car might not go so well."

The proof of success will be in the production model

Still, not all of the ad veterans who spoke to BI had so much praise for Jaguar and its rebranding rollout.

Christos Joannides, the founder and creative director of the luxury branding agency Flat 6 Concepts in Los Angeles, told Business Insider that Jaguar's initial rebranding announcement did too much all at once, "overwhelming and confusing" the carmaker's long-standing audience.

And, in releasing its concept car this week, Jaguar didn't do enough to ground its new ethos in reality, Joannides said.

Joannides, who's worked with Jaguar competitors like Maserati and Lotus, argued that the concept car's features, like the rear with no window and the brass-toned divider running through the middle of the cabin, are impractical and bizarre.

"By showcasing a production model with more realistic features, Jaguar could have conveyed its vision more effectively and provided tangible evidence of its direction," Joannides said. "As it stands, the concept car feels superficial and gimmicky, like a desperate attempt to be different without any real substance or coherent strategy."

Joannides said that while Jaguar's initial teaser video was "certainly audacious," the final product would be what matters.

Richard Brandon Taylor, the founder and CEO of the UK-based brand consultancy firm Brandon, told BI that while Jaguar's rebrand was a smart play in some ways because it got everyone talking, there's still a significant period of time before the first production model comes out to try to maintain that buzz.

"Why they've left a year between concept and car is beyond me — that is a dangerous strategy to play," said Taylor, who's worked with brands like Coca-Cola, Kraft Heinz, and Kimberly-Clark.

Sunny Bonnell, the cofounder and CEO of the strategic branding firm Motto, said that to hold the audience's attention until the new cars hit the market, Jaguar needs to dive deeper into the "why" behind the rebrand.

"What does 'Copy Nothing' mean in practice?" said Bonnell, who's worked with brands like Google and Virgin. "How will it shape the driving experience, not just the look?" To do that, Jaguar needs a storytelling narrative, she said.

Jaguar's next steps in its rebranding rollout

It's unclear which specific design elements of the new concept will be implemented in Jaguar's forthcoming electric-vehicle models. Jaguar said its concept car was "an indicator of design philosophy and intent for the coming new vehicles," which are expected to be available for purchase sometime in 2026.

The new EV model will use dedicated Jaguar Electric Architecture, have a projected driving range of up to 430 miles on a single charge, and be able to add up to 200 miles of range after 15 minutes of rapid charging, the company said.

And the new EVs are expected to be much more upscale than previous Jags. Though Jaguar has not confirmed a price range, Wired reported, without citing a source, that the new Jag could cost at least $127,000 — a significant increase from current average price of around $70,000.

"We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future-facing, relevant, and one that really stands out," Rawdon Glover, Jaguar's managing director, said of Monday's concept debut.

Update: December 5, 2024 — This story has been updated with comments from two additional marketing veterans.

• Jaguar has unveiled a concept car as part of its newly rebranded identity.
• Its rebrand stirred controversy for not including any cars — and some argued it was "woke."
• Jaguar said it would reveal a new electric model in late 2025 as part of its all-electric future.

Jaguar unveiled a design concept on Monday for its next generation of electric vehicles — finally pairing an image of a car with its "exuberant modernism" rebranding campaign.

Jaguar's rebrand had drawn fierce criticism over the past few weeks from some who said it was "woke" for featuring diverse models and bright colors. The campaign also didn't feature any cars.

Now, the luxury British carmaker has filled in some of the blanks regarding its new identity by revealing a concept car at Miami Art Week.

The exterior of the concept car — dubbed "Type 00" for zero tailpipe emissions and its status as car zero in the brand's new lineage — features butterfly doors, a glassless rear tailgate, and a panoramic roof.

It's conceptualized in two colors — "Miami Pink," honoring the pastel art deco architecture of the city in which it was unveiled, and "London Blue," inspired by the Opalescent Silver Blue of the 1960s and in honor of the company's British roots, Jaguar said in a statement.

"Type 00 commands attention, like all the best Jaguars of the past," Jaguar's chief exterior designer, Constantino Segui Gilabert, said in the statement. "It is a dramatic presence, channeling a unique spirit of British creativity and originality. It celebrates art and embodies the essence of Exuberant Modernism."

The Jag's exterior design also showcases the redesigned Jaguar "leaper" mark laser-etched into brass ingots that open up to reveal rear-facing cameras when needed.

On the inside, three brass lines run the length of the interior — one on each door and one straight down the middle of the cabin.

Floating instrument panels mark either side of the middle brass line, which is supported by a pedestal of travertine stone, as are the floating seats.

A woven wool-blend fabric surrounds the two seats, sound bar, and cabin floor.

"Just as on the outside, deployable technologies are a hallmark of the interior," Jaguar's chief interior designer, Tom Holden, said in the statement. "Screens glide silently and theatrically from the dashboard, while powered stowage areas slide open softly on demand, revealing hidden splashes of exuberant color."

It's not clear which specific design elements of the new concept will end up being implemented in Jaguar's forthcoming electric vehicle models. Jaguar said Type 00 was meant as "an indicator of design philosophy and intent for the coming new vehicles."

The brand announced in 2021 that it would be moving to all-electric vehicles. The first model of its new lineup — an electric four-door — will be unveiled in late 2025, the company said Monday.

It said the model would use dedicated Jaguar Electric Architecture, have a projected driving range of up to 430 miles on a single charge, and be able to add up to 200 miles of range after 15 minutes of rapid charging.

With the new vehicles expected to become available in 2026, the company is already phasing out production of its internal-combustion-engine cars, converting its Halewood, England, factory to all-electric production and ceasing sales of new cars in the UK.

In preparation for its EV lineup launch, Jaguar debuted its rebranding campaign in November. It included an updated typeface for its "Jaguar" logo, a redesign of the leaping jaguar mark, and a colorful new video advertisement that showed models clad in high fashion and had no cars in sight.

The promo video caught a lot of flak on social media, on late-night TV, and in the media for not featuring any cars, while some conservative personalities accused the company of abandoning its history and pushing into "woke" politics. Elon Musk even weighed in.

In an interview with the Financial Times, Jaguar's managing director, Rawdon Glover, defended the rebrand, saying that the campaign's intended message was lost "in a blaze of intolerance" and that the controversial promo video wasn't meant to be a "woke" statement.

The revamp of the iconic brand — and chosen vehicle of Britain's royal family and prime ministers — also included an introduction to its new design philosophy of "exuberant modernism," which the company defined as "imaginative, bold, and artistic at every touchpoint."

Some marketing and rebranding experts have heavily criticized Jaguar's new identity.

One told Business Insider the rebrand was "bonkers," and another said he wasn't convinced the company was making the right statement.

Still, others were more positive, with one advertising expert saying the rebranding rollout had been relatively successful and another saying it was a "significant disruption" that could eventually work for the company.

It's not just the shift in Jaguar's brand identity that has gotten marketers talking — it's also the apparent pivot in the audience base the company is now trying to target.

As part of the brand's positioning, the newly announced Jags are expected to be significantly more upmarket than the ones being phased out. Car and Driver previously reported that the brand, which is owned by India's Tata Motors, was looking toward Range Rover, its corporate cousin, as inspiration for where it wants to be. The magazine cited a Range Rover that costs about $400,000; most Jaguar models for 2024 had list prices of about $50,000 to $80,000.

"We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future-facing, relevant, and one that really stands out," Glover said of Monday's concept debut.

• Branding experts have mixed reviews on Jaguar's new identity but agree it's a radical change.
• Jaguar's rebranding campaign sparked debate over its new image — and carless promo video.
• Jaguar wants to target a younger, wealthier audience as it transitions to an all-electric future.

Jaguar's controversial new rebranding campaign has stirred a ton of discussion across social media, late-night TV, and in the news.

Some conservative social media users have railed against the company as going "woke." Others have questioned why Jag's new promotional video didn't contain any cars.

But what do marketing and rebranding experts think of Jaguar's transition? Their reviews are mixed, ranging from one who called it a it a "bonkers" strategy to another who said it was a relatively "successful" rollout.

One thing they agree on: It's a radical change for a legacy brand like Jaguar.

The high-end British carmaker — Jaguar has been an icon of elegance and luxury for nearly a century — first unveiled its rebranding campaign in late November. It included a new typeface for its logo, a redesigned leaping jaguar mark, and a colorful promotional video that featured high-fashion models — and no cars.

The rebrand comes as Jaguar prepares to entirely abandon its internal combustion engines in favor of a new all-electric future.

Will Sears, the founder and CEO of Cincinnati-based marketing agency W.Bradford, said the intent behind Jaguar's new branding rollout is unclear. And he said he was confused by the decision not to include any cars in the video.

Sears, who has worked on campaigns for Eli Lilly, L'Oréal, and Vegas.com, told Business Insider that Jaguar changed too many things at once in its rebrand launch. Updating the logo is a "huge change" on its own, he said, but then combined with the conceptual ad that didn't have any cars — it could all be too much for the consumer to take in.

"So now consumers who follow this are completely unfamiliar with what they're looking at," Sears said. "What has made them a solid brand is the beautiful design and performance of their cars: That is not on display at all — in any even cryptic way. So it's very confusing to the market."

Sears added: "I think we are all hoping, or people who follow this are all hoping, that their next steps in this campaign are remedying what is kind of a bonkers rollout."

Getting attention is success on its own

Another marketing expert said the eyeballs the rebranding has attracted could be considered a win for Jag.

Jim Heininger, the founder and principal of Chicago rebranding firm The Rebranding Experts, told Business Insider that Jaguar has clearly received a lot of attention over its rebrand — and that's a kind of success in itself. (The YouTube video of the Jag rollout has more than 160 million views so far.)

"I think what they're doing is just kind of stirring up some emotions and stirring up some creative kind of look and feel of what the new brand is going to look like," said Heininger, whose 30-year career includes work for P&G, McDonald's, and Anheuser-Busch. "It wasn't necessary that they show cars. They're just trying to get our attention at this point in time, and they're doing that successfully."

It's not just the shift in Jaguar's brand identity that has gotten marketers talking — it's also the apparent pivot in what audience base Jaguar is now trying to target.

As part of the brand's positioning, the newly announced Jags are expected to be significantly more upmarket than the ones that are being phased out. Car and Driver previously reported that the brand, which is owned by India's Tata Motors, was looking toward its corporate cousin Range Rover as inspiration for where it wants to be. The magazine cited a Range Rover that costs around $400,000; most Jaguar models for 2024 had list prices of around $50,000 to $80,000.)

Chris Bowers, the founder and CEO of branding agency CMB Automotive Marketing, which has offices outside Detroit and in the UK, said he's "not 100% convinced" Jaguar's rebranding is making the right statement but said the company is clearly trying to define a new audience.

"The only thing I can guess is that they're intentionally alienating their existing customer base," Bowers said, who has decades of experience building brands for major suppliers, manufacturers, and technology companies from the auto industry.

"They want to make a break from their existing customers to attract a younger, wealthier demographic who are more interested in style and individuality," Bowers said. "They're taking a massive gamble on the existence of a market who will be interested in them — and Jaguar know they can't attract them with the old brand."

Reorienting a brand to an entirely new audience is a "massively difficult" endeavor, Heininger said.

Jaguar is signaling a significant disruption

It can also be very risky, one advertising expert said.

"It's a risk to so radically divorce a brand from its inherent equities," Greg Andersen, the CEO of Omaha-based creative agency Bailey Lauerman, told Business Insider. Before joining Bailey Lauerman, Andersen worked for brands, including Google, Levi's, Burberry, and Axe — and also on several automotive campaigns, including Cadillac and Toyota.

"But at the same time," he said, "I think this work could eventually make sense if their vehicles are going to take the brand and the category in a completely different direction from the norms and dogma of the past. It's obviously a signal of significant disruption."

While the relevance and relatability of Jaguar's rebranding campaign have been much debated, each expert concluded that it represents a massive change for the brand — and change can be hard to accept.

But change is exactly what Jaguar said it wants as it heads into its EV-only future.

"Our brand relaunch for Jaguar is a bold and imaginative reinvention and, as expected, it has attracted attention and debate," the company said in a statement to Business Insider. "The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."

Jaguar said it would announce more details about its new branding strategy in December, though it's not clear whether that will include specifics about any of its forthcoming electric vehicles.

• Jaguar's founder started in the motorcycle sidecar business before building his first Jag in 1935.
• The luxury carmaker is rebranding with a new logo and controversial ad campaign.
• Here's a look back at the British carmaker over the last century.

Luxury British carmaker Jaguar has come a long way from its humble beginnings in the early 20th century.

The company's founder started making motorcycle sidecars in the 1920s before creating the first Jaguar car in 1935. Over the next few decades, Jaguar became synonymous with elegance and power. It's been used in racing, as the preferred vehicle of the British royal family, and by several villains in James Bond movies.

Today, Jaguar is preparing to launch its all-electric vehicle lineup, set to come out some time in 2026. And in preparation for its next generation, Jaguar unveiled a new branding campaign — complete with a new logo, redesigned leaping jaguar mark, and a promotional video that's stirred controversy online.

Here's a look back at the company over the last century, and surprising facts you might not know about its history.

Early days as Swallow Sidecar Company

In 1922, Sir William Lyons — who later became known as "Mr. Jaguar" — co-founded the Swallow Sidecar Company with a man named William Walmsley. Within a few years, Lyons had built his first car, called the SS1.

In 1934, Lyons bought the company out from Walmsley, renamed it SS Cars Limited.

And in 1935, the first Jaguar was born, a model named the SS Jaguar.

Lyons renamed the company Jaguar Cars Limited in 1945 in an effort to build a brand around the luxury sports cars it was making at the time.

Mid-century success

The 1930s through 1950s were marked by a number of innovations for the company, which it touts on in corporate history.

Jaguar introduced its first four-door model in 1937 with the SS Jaguar 2½ Liter Sedan, and by 1948, it had created the world's fastest production car — the Lyons-designed XK120, which could reach speeds up to 133 miles per hour.

In 1951, Jaguar introduced its aerodynamic C-type model, which was 25% lighter than the XK120 and won first place when it debuted at the Le Mans 24-hour race.

Then, in 1954, Jaguar rolled out one of the first cars with a unibody structure, the D-type racecar. Like the C-type before it, the D-type also made history at Le Mans, scoring first place three consecutive years, including in 1957, when the car secured five of the top six places.

All this built up to 1961 when Jaguar unveiled one of the most iconic cars of all time — the E-type.

Italian racing driver and founder of Ferrari, Enzo Ferrari, is frequently cited as declaring the E-type "the most beautiful car in the world," according to classic car auction house RM Sotheby's.

Some of the E-type's most famous owners included Frank Sinatra, Brigitte Bardot, and Steve McQueen, according to lifestyle magazine Gentleman's Journal.

The Museum of Modern Art in New York City acquired and first exhibited an E-type in 1996, becoming just the third car in the museum's design collection.

"Rarely has a car inspired the kind of passion in both car enthusiasts and the general public that the Jaguar E-type has. Even today, the E-type is considered an icon of the postwar British sports car," Christopher Mount, a MoMa curator who organized the Jaguar exhibition, said in a press release at the time.

Jaguars in popular culture

Jaguars have long been a favorite of the British royal family, along with Land Rovers and Range Rovers, which are part of the Jaguar Land Rover brand, owned by India-based Tata Motors.

The family's love for the brand dates back at least to 1955, when the Queen Mother Queen Elizabeth acquired the Jaguar Mark VII M Saloon 464 HYV, which was specially made in the royal color, claret, according to historic preservation charity Jaguar Heritage Trust.

Other members of the royal family, including Princess Diana and Queen Elizabeth II, also owned and drove Jaguars over the years.

And a number of Jaguar vehicles have been driven by villains in James Bond movies, like the Jaguar XKR driven by henchman Tang Lin Zao in 2002's "Die Another Day," the Jaguar XF featured during a car chase in 2021's "No Time to Die," and the Jaguar C-X75 driven by assassin Mr. Hinx in 2015's "Spectre."

Jaguar's next chapter

Jaguar first announced in 2021 that it would be ditching internal combustion engines to go all-in on EVs.

In November, Jaguar stopped selling new models of its cars in the UK as it prepares for its electric vehicle launch, expected to hit the market sometime in 2026.

As part of this next phase, Jaguar has debuted a new brand identity focused on the creative philosophy of "exuberant modernism," which the company defines as "imaginative, bold, and artistic at every touchpoint."

Jaguar Chief Creative Officer Gerry McGovern said in a statement that the company's new vision was inspired by Lyons' belief that "a Jaguar should be a copy of nothing."

The company's new marketing campaign included a promotional video that featured models clad in colorful high fashion, with no cars in sight.

Some conservative social media users criticized the company as being too "woke" — partly over the look of the models it chose, while others have questioned why the ad didn't show any cars.

Meanwhile, high-profile critics of the rebranding video — which has been viewed more than 160 million times on X — included Tesla CEO Elon Musk, the influencer brothers Andrew and Tristan Tate, and the conservative personality Ian Miles Cheong.

In response to the video posted on X by Jaguar, Musk wrote: "Do you sell cars?" And Nick Freitas, a Republican member of the Virginia House of Delegates, replied to Jaguar on X: "Well … we know where the advertising team for Bud Light went," referring to the backlash to a Bud Light ad in 2023 that featured a transgender influencer.

Jaguar's managing director, Rawdon Glover, defended the British luxury car maker's rebranding campaign to the Financial Times — calling out some of its online critics and characterizing their reaction as "vile hatred" and "intolerance."

Jaguar said it would announce more details about its new branding strategy in December, though it's not clear whether that will include specifics about any of its forthcoming electric vehicles.

As part of the brand's positioning, the newly announced Jags are expected to be significantly more upmarket than the ones that are being phased out, Car and Driver previously reported, citing a Range Rover from the brand's corporate cousin that costs about $400,000 as where the brand wants to be. (Most 2024 Jaguar models have list prices of about $50,000 to $80,000.)

Without commenting specifically on the recent backlash to the new branding campaign, Jaguar previously said in a statement to Business Insider: "The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."

• Microsoft's Bing search engine has Copilot AI features built into it.
• Copilot, integrated into Bing, can perform tasks like writing poems and making reservations.
• Here's how to use the AI service in Bing.

Microsoft first unveiled a revamped, AI-powered version of its search engine, Bing, last year.

The new Bing, which promised to be "more powerful than ChatGPT," runs on Microsoft's own next-generation language model called "Prometheus." The proprietary technology was developed using elements of OpenAI's most advanced GPT models as part of Microsoft's partnership with the company.

Built into the revamped search engine is Microsoft's AI chatbot, Copilot, which can perform a number of tasks the old Bing never dreamed of, like suggesting recipes, writing poems, conducting image-based search queries, and making restaurant reservations. Copilot was formerly called Bing Chat.

Microsoft's Bing was launched in 2009, more than a decade after Google's launch — and though it's come a long way since then, Bing still holds a fraction of the market share compared to Google.

And though Microsoft CEO Satya Nadella once raved that Copilot would "fundamentally transform our relationship with technology," the AI assistant has struggled to live up to the hype, both inside and outside the company.

Here's a step-by-step walkthrough of how to access and use the new Bing with Copilot.

How to use the new Bing

1. Go to Bing.com/new in your internet browser.

   Note: You don't need to download Microsoft's web browser, Edge, but if you do, Copilot is integrated directly into the browser, with an icon in the top-right corner that lets you chat with the AI companion.

   

2. There are a few ways to use AI in your search experience from the Bing homepage.

3. One option is to click "Try now" underneath the heading "Bing generative search," located directly below the general search bar on the Bing homepage.

   

   • The "Try now" button takes you to a search results page that auto-populates for the query "How can I get started with learning to play the guitar."
   • The page displays several helpful resources related to that query, including a Table of Contents with sections that guide you through the process of learning to play guitar, alongside videos and step-by-step instructions.

   

   • You can also type in your own query, like "How to paint a bathroom," and, depending on the query you search, the results will offer helpful sections including relevant videos, instructions, and, in this case, a section on the side for the best paint to use on bathroom cabinets.

     

4. Another option is to click "Copilot" in the bar at the very top of the Bing homepage.

   

   • This takes you to the Copilot homepage where you can message the chatbot.

   • In the "Message Copilot" text field at the bottom of the page, you can type something you need help with, like, for example, "Write me a poem," or "plants that survive with minimal light." The chatbot will quickly give you a detailed response — for example, it offered 10 options for plants that don't need much light.

     

• Elon Musk's politics may seem to be all over the place, but he's demonstrated a consistent pattern.
• He once split his political donations, but now he's one of the largest GOP megadonors.
• Musk is set to have major influence in President-elect Donald Trump's second administration.

Elon Musk has completed his political evolution. Now, he's hoping to leverage his newfound power to disrupt the federal government. 

Musk is now virtually inseparable from President-elect Donald Trump, though he hasn't always been the typical right-wing billionaire.

The Tesla, SpaceX, and xAI CEO's rightward lean is actually the culmination of an evolution that's been playing out over decades.

As the richest man in the world, Musk's stances carry great weight. His power has been on full display since he endorsed Trump shortly after the former president survived his first assassination attempt in July. Musk, unlike some of the uber-wealthy men before him, became one of the biggest megadonors of the 2024 cycle. The Tesla CEO shelled out roughly $119 million to boost Trump, mainly through America PAC, an allied super PAC. Musk even held a series of rallies in Pennsylvania, the biggest swing state of the 2024 race.

Before encouraging others to "take the red pill," Musk cut checks for Democrats ranging from Eric Garcetti (then just a Los Angeles City councilor) to John Kerry, the 2004 Democratic presidential nominee. Like others in business, Musk curried favor by balancing his support between both parties, as his donation history shows on Open Secrets, a nonprofit organization that tracks money in politics. 

Musk would occasionally weigh into politics when it could affect his businesses. But ever since Trump left the White House, the billionaire has increasingly inserted himself into debates over hot-button topics, waged a largely one-way feud with President Joe Biden, and cozied up to Trump in time to help the former president complete his political comeback.

Here's how Musk got here.

The early years: From apartheid-era South Africa to Tesla takeover

Musk, 53, has said very little publicly about apartheid, the system of racial segregation that became the defining issue of his childhood in the Republic of South Africa.

His father, Errol — who inherited wealth from half of an emerald mine he used to own — was elected to Pretoria City Council in 1972, running under the anti-apartheid Progressive Party. The apartheid system was a major motivation behind the younger Musk's decision to leave South Africa for Canada in 1989, according to Ashlee Vance's 2015 biography of the billionaire. 

Growing up in the primarily white suburbs outside of Johannesburg, Musk was also surrounded by censorship and disinformation about the government's treatment of Black people, The New York Times previously reported. His mandatory government service was what first exposed him to the reality of the situation, according to the Times, which spoke to a high school classmate of Musk's about the insulated experience.

"People, at some point, realize that they've been fed a whole lot of crap," Andrew Panzera, who was in Musk's German class, told the Times. "At some point you go, 'Jeepers, we really were indoctrinated to a large extent.'"

Musk's political coming of age during the pre-social media era remains much of a mystery. But then his profile rose with the sale of his company X.com, a competitor to PayPal co-founded by Musk, and his subsequent takeover of Tesla as owner after joining founders Martin Eberhard and Marc Tarpenning with a $6.5 million investment in 2004.

Musk's politics pre-Trump

Musk has long argued for small government and advocated for laissez-faire economic policy, calling the US government the "ultimate corporation" at a CEO summit in December 2020. In terms of donations, he's been in a relative holding pattern from his early years in Silicon Valley up to the present, donating moderate sums of money to politicians from both parties. 

"I get involved in politics as little as possible," Musk said at a 2015 Vanity Fair event, adding that, "There's some amount I have to get involved in," due to his business interests. 

He donated $2,000 each to former President George W. Bush and his 2004 Democratic challenger, former Secretary of State John Kerry. Musk also donated to California Democrats up and down the ballot, but still gave the National Republican Congressional Committee (NRCC) $25,000 ahead of the 2006 midterms.

Another example of Musk hedging his donations came in the buildup to the 2008 presidential primaries, where he contributed to both Sens. Barack Obama and Hillary Clinton in their contentious race.

Musk didn't donate to either Clinton or Trump during the 2016 cycle.

The billionaire also started out as a heavy Trump skeptic, saying in October 2015 that it would be "embarrassing" if Trump won the GOP nomination, much less the presidency.

"I don't really have strong feelings except that hopefully Trump doesn't get the nomination of the Republican party, because I think that's, yeah … that wouldn't be good," Musk said at the Vanity Fair event. "I think at most he would get the Republican nomination, but I think that would still be a bit embarrassing."

But more recently, Musk has taken a different approach to the Trump-dominated GOP. His latest donations have all been to Republican candidates and causes, with Sen. Chris Coons of Delaware being the last Democrat to receive any Musk donations back in 2020.

Musk's politics during Trump's term

Starting in 2017, Musk's donations began to skew Republican, with the billionaire spending nearly seven times more on GOP campaigns than Democratic ones. He also accepted positions on two of Trump's White House councils and tweeted his support of Rex Tillerson's ultimately successful nomination as Secretary of State.

While Musk previously said he supported Hillary Clinton's campaign promises on the environment and climate change, he defended his decision to attend Trump's business council meetings so he could raise the issue along with the January 2017 travel ban affecting Muslim-majority countries. He then stepped down from the councils in June 2017, citing Trump's decision to leave the Paris Climate Accord.

"Climate change is real," Musk tweeted. "Leaving Paris is not good for America or the world."

Musk largely stopped mentioning Trump from that point until much later in his presidency, when Trump attended a SpaceX launch for NASA in May 2020.

Musk during Biden's presidency

In the last few years, Musk's flirtations with the Trump-led GOP have been ramping up.

In mid-2022, Musk said he voted for a Republican candidate for the first time in a Texas special election, adding that he expected to see a "massive red wave" in the year's midterms. Musk's Texas voter registration did not show party affiliation, but he's argued on X that the Democratic Party has drifted further from the center than the GOP.

Musk tweeted in June 2022 that he was leaning toward supporting Republican Florida Gov. Ron DeSantis for president. DeSantis joked that he welcomed support from "African Americans," referencing Musk being South African.

Musk also said in July 2022 that Trump shouldn't run for president again and instead just "sail into the sunset."

But the billionaire has since changed his tune. 

After taking control of Twitter, now X, at the end of 2022, Musk reinstated Trump's account on the platform. Musk called Trump's expulsion from the platform following the January 6 riots a "morally bad decision" and "foolish to the extreme."

Musk repeatedly criticized Biden, calling the president a "damp sock puppet" last year and hosting an "anti-Biden brain trust" meeting with Republican billionaires this April. 

And, after Trump's felony conviction in May, Musk went to bat for the MAGA leader. 

"Indeed, great damage was done today to the public's faith in the American legal system," Musk wrote in a post on X.

"If a former President can be criminally convicted over such a trivial matter — motivated by politics, rather than justice — then anyone is at risk of a similar fate," Musk added, echoing Trump's own narrative that the conviction was an act of political persecution.

Even before Musk offered his formal endorsement, Trump had talked about including Musk in his administration. 

While Musk has been more bullish lately about support for the GOP, his history of donations and past comments show that he has tended to position himself wherever he thinks power and influence are heading.

Musk endorsed Trump after the former president survived an assassination attempt 

Musk offered his "full endorsement" of Trump after the former president was shot during a July 13 rally in Butler, Pennsylvania. He and other big names in tech connected with the defiant image of a wounded Trump thrusting his fist in the air while Secret Service officers rushed him off stage.

Before the endorsement, Musk had been more cagey about his plans. He hadn't said much about the 2024 election after DeSantis' primary campaign flopped. In March, Musk had said he wasn't donating money to either major presidential candidate. At the time, it looked like Biden and Trump were headed to an all but certain rematch.

Musk's ambivalence didn't last long. According to The Wall Street Journal, in April, the billionaire began working with Texas real estate mogul Richard Weekley on setting up a pro-Trump super PAC.  The Tesla CEO's support did not become public until July.

"It's not meant to be sort of a hyperpartisan PAC," Musk recently told the controversial Canadian professor Jordan Peterson. "The intent is to promote the principles that made America great in the first place."

 Musk gave roughly $119 million to America PAC. In total, he donated more than $132 million to Republican causes ahead of the election, making him one of the biggest megadonors of the cycle.

Musk rallied for Trump across Pennsylvania 

On October 5, Trump returned to Butler for a rally at the scene where he was nearly assassinated in July. The guest list included family members of other victims of the shooting, along with Musk, who wore a black MAGA hat.

"As you can see, I'm not just MAGA," Musk said. "I'm dark MAGA."

He lauded Trump's strength after surviving the assassination attempt. He said President Joe Biden "couldn't climb a flight of stairs" while Trump "was fist pumping after getting shot." Trump sustained an injury to his ear in the July shooting.

"So who do you want representing America?" Musk asked an enthusiastic crowd.

Musk later held a series of town hall-style events across Pennsylvania, the biggest swing state in the race. His super PAC helped Trump's campaign in the state, which he ultimately won.

Trump has named Musk to a major new advisory organization

Trump wasted little time finding a new role for Musk. On November 12, the president-elect named Musk and conservative entrepreneur Vivek Ramaswamy to the "Department of Government Efficiency" or DOGE. Only Congress can create departments, and by design, DOGE will operate mostly outside the federal government.

Musk has ambitious targets for the panel, which is tasked with cutting federal spending by $2 trillion.

Republicans in Congress are lining up to help. Rep. Marjorie Taylor Greene of Georgia and Sen. Joni Ernst of Iowa are leading their respective chambers' coordination with DOGE. 

Musk and Ramaswamy wrote in a Wall Street Journal op-ed that their outside panel would wrap up its work by July 4, 2026.

• The last meatpackers in NYC's Meatpacking District are getting ready to close shop.
• Last month, NYC's mayor announced plans to develop the site near Greenwich Village and the High Line.
• Once a meat industry hub, the district now hosts luxury brands and nightlife venues.

The era of New York City's Meatpacking District as a neighborhood where people actually pack meat is coming to an end.

Late last month, New York City Mayor Eric Adams unveiled plans to redevelop the district's last operating meat market after its tenants accepted a deal from the city to move out — and in the market's place could come a 60-story tower.

Once brimming with hundreds of butchers, slaughterhouses, and packing plants, the Manhattan neighborhood now has only a handful of meatpackers left, and they're preparing to close up shop, the Associated Press reported this week in a retrospective looking back at the district.

Under the city's plan, the 66,000-square-foot Gansevoort Market would become Gansevoort Square, which, according to the mayor's office, would feature 600 mixed-income housing units, a new open pavilion, and a culture and arts hub.

And a New York state senator said there's a plan to build a 60-story skyscraper in the area — something a local historic preservation group said was out of scale for a neighborhood with mostly low-rise buildings.

The city hasn't confirmed the plans referenced by State Sen. Brad Hoylman-Sigal in a recent email newsletter he sent to constituents. The community group Village Preservation said Monday that a tower plan would likely be formally announced at an upcoming neighborhood Community Board meeting.

A building that tall would dramatically alter the neighborhood's skyline, where the current tallest structure, The Standard Hotel, is 19 stories tall. The mayor's office didn't immediately return a request for comment on the possible skyscraper development.

Meanwhile, though an eviction date has not yet been set for the building's meatpacking tenants, they're getting ready to say goodbye.

One of them is 68-year-old John Jobbagy, whose connection to the district goes back more than 120 years. His grandfather started butchering there after immigrating from Budapest in 1900, the AP reported.

Back then, the Meatpacking District looked — and smelled — a lot different from today, where high-end retailers like Gucci and Rolex now line the streets alongside cocktail bars, clubs, and luxury apartment buildings. In 2025, high-end French crystal company Baccarat is moving into the neighborhood, Women's Wear Daily first reported this month.

"I'll be here when this building closes, when everybody, you know, moves on to something else," Jobbagy told the AP. "And I'm glad I was part of it, and I didn't leave before."

Jobbagy told the AP that he started working for his father in the area in the late 1960s, at a time when chicken juices dribbled into the streets, and workers relied on whiskey to keep themselves warm in the refrigerated lockers.

Jobbagy later opened his own business there, which he's held onto as the neighborhood changed over the years, the AP reported.

The neighborhood became a gritty nightlife and sex club scene in the 1970s and, by the early 2000s, a hip, up-and-coming area where "Sex and the City's" Samantha Jones chose to live amid sex workers, leather bars, and an incoming Pottery Barn.

In 2009, the railway that once transported millions of tons of meat, dairy, and produce through the district was turned into a public park, the High Line.

But Jobbagy told local outlet amNY he isn't too broken up about leaving the neighborhood that would now be unrecognizable to his father or grandfather.

"It's been a long time coming," Jobbagy told amNY. "The transformations have been taking place for the last 20 years. We're well aware there are far better uses for this property than an aging meat warehouse. I'm not really sad at all."

Change has always been part of the district's DNA, and New York City's.

"It wasn't always a meatpacking district," Andrew Berman, the executive director at historic preservation group Village Preservation, told the AP. "It was a sort of wholesale produce district before that, and it was a shipping district before that." In the early 1800s, it became home to a military fort, built there over fears that the British would invade during the War of 1812.

"So it's had many lives, and it's going to continue to have new lives," Berman told the AP.

• Elon Musk's net worth keeps rising.
• Musk's net worth topped $400 billion on Wednesday, making him the first person to reach that mark.
• The billionaire had already gotten $155 billion richer this year, fueled by a rise in Tesla shares.

Elon Musk just keeps getting richer. And now, he's the first-ever person to hit the $400 billion mark.

The Tesla and SpaceX CEO's net worth skyrocketed to $439.2 billion on Wednesday — an increase of about $50 billion in just one day, according to Bloomberg figures.

The jump comes after an insider share sale at SpaceX boosted the space exploration company to a $350 billion valuation, making it the most valuable private startup in the world. Musk is believed to own about 42% of the firm, NBC News reported.

Prior to the massive boost on Wednesday, Musk's net worth had already soared by an unmatched $155 billion this year, placing him at $384 billion as of market close on Tuesday, according to the Bloomberg Billionaires Index.

The index, which has not yet been publicly updated to reflect the latest jump, on Tuesday showed Musk $140 billion ahead of the world's second richest person, Amazon founder Jeff Bezos, who's worth $244 billion.

The jump comes after the world's richest person broke his wealth record of about $340 billion in late November, which had stood for just over three years.

Musk's soaring wealth also piggybacks on the postelection rally for Tesla stock. Tesla's stock has soared nearly 71% so far this year. Its market cap is $1.23 trillion.

The stock has surged since Donald Trump's victory in the US presidential election, as investors wagered the electric vehicle maker would benefit from Musk's close ties to the president-elect.

Mark Malek, Siebert's chief investment officer, previously told BI that "some sort of premium has been placed on the stock as a result of Musk's very public involvement in Trump's campaign."

Tesla could continue to make further gains. Analysts at Bank of America said in a note last week that a recent visit to the Austin factory gave them "increased confidence that TSLA is well-positioned to grow in 2025+ with its core EV business … launch of its robotaxi offering, and longer-term from its investments in Optimus."

Tesla is now significantly more valuable than Warren Buffett's conglomerate, Berkshire Hathaway, which has a market cap of just under $1 trillion.

Musk has a stake of about 13% in Tesla. His latest $439.2 billion net worth is nearly $100 billion higher than the market cap of Salesforce, valued at $344 billion.

Earlier this month, a Delaware judge slapped down Musk's mega pay package from Tesla for the second time. The company said it will appeal the ruling.

Update: December 11, 2024 — This story was updated with Elon Musk's latest net worth, which topped $400 billion.

• Jaguar defended its rebranding campaign after online critics roasted a promotional video.
• Jaguar's boss said the rebranding message was lost "in a blaze of intolerance."
• The campaign, featuring models and no cars, was criticized as "woke."

Jaguar's managing director is defending the British luxury-car maker's rebranding campaign — calling out some of its online critics and characterizing their reaction as "vile hatred" and "intolerance."

In an interview with the Financial Times, Rawdon Glover said the campaign's intended message was lost "in a blaze of intolerance" and that the controversial promotional video was not meant to be a "woke" statement, as some critics have argued.

The video, which features models in brightly colored clothes, didn't feature any cars — notable, the critics said, for a car brand.

The backlash began earlier this week after Jaguar unveiled a brand strategy ahead of its all-electric launch, which is expected sometime in 2026.

As part of the rebrand, the iconic 90-year-old company — a favorite of British royalty and prime ministers — debuted a modernized typeface for its logo, a new leaping-jaguar mark, and a video ad that showed models doing things like painting a wall, holding a sledgehammer, and gathering in a pink desert without any cars in sight.

The video generated a rash of criticism on social media, with some right-leaning personalities accusing the company of abandoning its history and pushing into "woke" politics.

Glover told the FT he was disappointed by "the level of vile hatred and intolerance" that the video garnered online, particularly against the models it featured, adding that the campaign had received overall "positive" buzz.

He said Jag's intent was to be different from other automakers.

"If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand," Glover said in the interview.

"We need to reestablish our brand and at a completely different price point, so we need to act differently," he said. "We wanted to move away from traditional automotive stereotypes."

As part of the brand's positioning, the newly announced Jags are expected to be significantly more upmarket than the ones that are being phased out, Car and Driver previously reported, citing a Range Rover from the brand's corporate cousin that costs about $400,000 as where the brand wants to be. (Most 2024 Jaguar models have list prices of about $50,000 to $80,000.)

Jaguar, which is part of the Jaguar Land Rover group and owned by India's Tata Motors, announced earlier this fall that it would end production of all its current models this year before debuting its new all-electric lineup.

Meanwhile, high-profile critics of this week's rebranding video — which has been viewed nearly 160 million times on X — included Tesla CEO Elon Musk, the influencer brothers Andrew and Tristan Tate, and the conservative personality Ian Miles Cheong.

In response to the video posted on X by Jaguar, Musk wrote: "Do you sell cars?" And Nick Freitas, a Republican member of the Virginia House of Delegates, replied to Jaguar on X: "Well … we know where the advertising team for Bud Light went," referring to the backlash to a Bud Light ad in 2023 that featured a transgender influencer.

Some critics said they would boycott the brand based on their assumption that it had gone "woke," while others, including some marketing professionals, mocked the video as confusing and stylistically outdated.

Jaguar said it would announce more details about its new branding strategy in December, though it's not clear whether that will include specifics about any of its forthcoming electric vehicles.

Without commenting specifically on the backlash, Jaguar said in a statement to Business Insider: "The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."

• American Airlines is rolling out tech that calls out passengers who try to board before their turn.
• Travelers can expect to see it in action at more than 100 airports this holiday season.
• The new tech also gives staff more info on passengers' connections and boarding groups.

American Airlines is cracking down on passengers who try to sneak their way into an earlier boarding group.

The airline is introducing new technology that helps gate agents catch overeager boarders at more than 100 airports across the country, the company said in a press release Wednesday.

When a flyer tries to board their flight in an earlier boarding group than they're assigned, the gate agent's scanner will recognize the incorrect boarding group and notify them with a special two-tone sound. That alerts the agent to tell the passenger to wait their turn — and could also draw unwanted attention to the passenger.

Boarding groups are designed to allow passengers with more expensive tickets, US military members, and certain airline status-holders to get on the plane earlier than those who haven't earned or bought these benefits.

"We've heard from our customers that the ability to board with their assigned group is important to them because it's a benefit associated with their AAdvantage status or fare purchase," Julie Rath, a senior vice president at the airline, said in the company's press release.

American has tested out this new software over the past month at airports in Tucson, Arizona; Albuquerque, New Mexico; and Washington, DC. The airline said that because it received a positive response from both customers and team members during this trial period, it decided to roll out the tech in time for the holiday travel season.

Flyers can now expect the updates at non-hub airports in cities like Austin, Texas, and Atlanta. The company's hubs — which include airports in New York, Chicago, and Los Angeles — will be getting the tech in the coming months, the airline said.

While the crackdown may be bad news for boarding group hoppers, it's likely great news for airline workers. Seasoned travelers, flight attendants, and gate staff say that people crowding the gate before boarding begins or trying to jump the boarding line is one of their biggest pet peeves. They even call some of these passengers "gate lice."

• Jaguar unveiled its new branding, and people are mocking it online — including Tesla's Elon Musk.
• And some conservative personalities are calling out the company's new video ad for being too "woke."
• Jaguar is preparing for the launch of its all-electric fleet expected sometime in 2026.

British luxury carmaker Jaguar unveiled new branding this week ahead of its all-electric vehicle launch — and some people on social media, including Tesla's Elon Musk, were quick to pounce.

The revamp of the iconic brand — and chosen vehicle of Britain's royal family and prime ministers — includes an updated typeface for its "Jaguar" logo, a redesign of the leaping jaguar mark, and a colorful new video advertisement.

The company also debuted an all-new creative philosophy focused on "exuberant modernism," which it defined as "imaginative, bold, and artistic at every touchpoint."

Jaguar Chief Creative Officer Gerry McGovern said in a statement that the company's new vision was inspired by its founder's belief that "a Jaguar should be a copy of nothing."

But that "exuberant modernism," particularly in the company's video ad, is being mocked by some people online.

The video that Jag released shows models clad in colorful, ultra-modern haute couture doing things like exiting an elevator, painting a wall, and swinging a sledgehammer before they all sit down on a rock in a pink desert landscape. Phrases like "create exuberant," "live vivid," and "delete ordinary," flash across the screen.

Notably for a car company, there are no cars in the ad.

In response to the video posted on X by Jaguar, Elon Musk wrote: "Do you sell cars?"

The company replied to Musk on X, writing, "Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar."

Musk replied: "I look forward to seeing your new vehicle lineup."

Jaguar said it planned to reveal more details of its relaunch in December, but its new all-electric vehicle models aren't coming until sometime in 2026.

In the meantime, the company is transitioning its Halewood, UK factory away from combustion-engine production, and has stopped selling new cars in the UK for the first time since WWII. (Current Jaguar models left in their inventories will be sold as pre-owned, a company spokesperson previously told Business Insider.)

Jaguar, which along with the UK's Land Rover brand is now owned by India's Tata Motors, first announced it was going all-in on EVs in 2021 and has been phasing out production of its gas-powered vehicles.

Its new brand strategy ahead of the relaunch of its all-electric line perhaps hasn't gone as smoothly as it might have hoped — though it did get people talking on social media, which some people said might have been the point.

Conservative personality Ian Miles Cheong ripped into Jaguar's new brand strategy on X, criticizing what he said was the company's "woke ideology" and promotion of DEI initiatives.

And Nick Freitas, a Republican member of the Virginia House of Delegates, replied to Jaguar on X: "Well … we know where the advertising team for Bud Light went," referring to the backlash to a Bud Light ad in 2023 that featured a transgender influencer.

Jaguar's new brand strategy was created by its own in-house design team, not an external agency, according to the UK's Creative Review.

But it wasn't just widely known right-wing personalities attacking Jaguar over their perception of the politics behind its rebrand. Others were simply calling out the ad for being odd and confusing.

One marketing professional, Kevin Dahlstrom, called out the brand's strategy from a different perspective, writing on X, "This is the Zoolander of rebrands — it reads like a parody," adding, "The tagline is 'copy nothing' but somehow it already feels tired and outdated ... based on a cultural point-in-time that has passed."

The reactions weren't all bad — some social media users pointed out how, no matter what you think of the company's new ad, it's gotten everyone talking.

Sports broadcaster and former Formula 1 racing driver Martin Brundle, who's raced in Jaguar cars, wrote on X: "I have no idea what this is all about, but it's genius. Everyone is talking about Jaguar in a moment of time when they're not actually making cars."

Jaguar didn't respond specifically to the online criticism but said in a statement to Business Insider: "The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."