Derek McInnes is still searching for his first victory as Rangers manager after Callum Wright's late breakaway goal earned Hibernian a dramatic Scottish Premiership win at Ibrox.
The result leaves Rangers five points behind reigning champions Celtic after only two league matches, while Hibs climbed to seventh with their first Premiership victory of the season.
Hibs took the lead in the 12th minute through Josh Campbell's penalty after a VAR review.
Referee Don Robertson was sent to the pitchside monitor and ruled that Rangers debutant Vanja Dragojevic had held Jason Kerr following a corner.
Campbell made no mistake from the spot, calmly converting to put the visitors ahead and increase the pressure on McInnes' side.
Dragojevic nearly made amends with a long-range strike that dipped narrowly wide, while Kanayo Megwa produced an excellent goal-line clearance to prevent Youssef Chermiti from equalising.
Chermiti's afternoon then ended prematurely when he crashed into an advertising board while attempting to keep the ball in play.
The forward, who had been the subject of a club-record bid earlier in the day, was carried off on a stretcher before half-time.
Rangers increased the pressure after the interval and repeatedly threatened the Hibs goal, but goalkeeper Raphael Sallinger produced several important saves while his defenders made a series of crucial blocks.
Captain Lawrence Shankland came agonisingly close to scoring his first Rangers goal when his close-range effort was diverted on to the crossbar by Sallinger.
Hibs continued to defend with discipline as Rangers struggled to turn their possession and chances into an equaliser.
The breakthrough eventually arrived late on when substitute Djeidi Gassama's cross was deflected into his own net by Hibs midfielder Miguel Chaiwa.
However, Rangers' celebrations were short-lived.
Wright struck on the counter-attack in the closing stages to restore Hibs' advantage and secure their second successive league victory at Ibrox and third win there in as many seasons.
The defeat means McInnes has failed to win any of his opening three matches in charge, with boos greeting Rangers at the final whistle.
For Hibs manager David Gray, it was a memorable victory built on defensive resilience and clinical finishing.
Rangers can consider themselves unfortunate after dominating large periods, particularly in the second half, but their inability to convert chances proved costly.
New arrivals Daisuke Yokota and Dragojevic showed promising moments without making a decisive impact, while Rangers lacked the creativity and composure required to break down a determined Hibs defence.
The visitors offered relatively little going forward but made the most of their opportunities.
Once Campbell had given them the lead, Hibs defended with tremendous commitment as Rangers pushed increasingly hard for an equaliser.
Even after Chaiwa's own goal appeared to have rescued the hosts, Hibs retained enough belief to launch one final attack and Wright delivered the decisive blow.
Two goals from limited opportunities underlined Hibs' efficiency, while their defensive determination ensured they left Glasgow with all three points.
Rangers head coach Derek McInnes told Premier Sports: "We were guilty of passing up opportunities in the first half and not playing forward enough.
"I've seen it back, I don't think it's a penalty but we have a lot of the game to try and rectify that. I thought it was very soft and surprised the referee is brought over for it [to the monitor].
"When the ball did go into our strikers we were far more effective and I felt the equaliser was deserved and we wanted to win the game. I can't fault my players' effort.
"There are little things going against us at the minute but we have to stay strong, we're not as bad as people think.
"At the minute we are trying to work boys back to the same level of fitness and trying to manage that situation.
"I understand the fan frustration, they want and expect to see their team win. I share the frustration."
Hibs head coach David Gray said: ""Rangers put us under severe pressure for the second half, the character was really tested but we made an attacking substitution to try and have that mentality of not just sitting in, even with the Rangers pressure.
"[The winning goal] was a brilliant moment. I'm delighted for the players because we made a lot of changes and the players that came in did really well, it builds that character.
"The type of game suits Josh Mulligan. To a man I think it would be difficult to single anyone out because they were all so good.
"I've been through adversity at the start. The demands and expectations are always going to be there. The biggest thing is sticking together as a group. Internally we know we're in a good place, there's more to come."
