We present a Yang-Mills-Higgs (YMH) gauge theory in which structure constants of the gauge group may depend on Higgs fields. The data of the theory are encoded in the bundle E → M , where the base M is the target space of Higgs fields and fibers carry information on the gauge group. M is equipped with a metric g and E carries a connection ∇. If ∇ is flat, R∇ = 0, there is a local field redefinition which gives back the standard YMH gauge theory. If R∇ = 0, one obtains a new class of gauge theories. In this case, contrary to the standard wisdom of the YMH theory the space (M, g), may have no isometries. We build a simple example which illustrates this statement.