axis are not rotating while object does!

[Arex786]

as we all know,

Vector3 direction = player.transform.position - this.transform.position;
        direction.Normalize();
        this.transform.LookAt(direction);
        rigidbody.velocity = Vector3.forward * 100 * Time.deltaTime;

but rotation is fixed

Also for debugging stuff,
I used this.tranform.Rotate(0,100,0);

So you can notice, while object is rotating, axis are not!

[PraetorBlue]

The gizmo you are looking at behaves differently depending on this setting at the top of the editor:

If you want to see the local axes of the selected object, change that to Local mode. If you want to see the world axes, leave it on Global mode.

[Antistone]

@Arex786

Vector3 direction = player.transform.position - this.transform.position;
        direction.Normalize();
        this.transform.LookAt(direction);
        rigidbody.velocity = Vector3.forward * 100 * Time.deltaTime;

In that last line, are you sure you meant to use Vector3.forward rather than transform.forward?