Luxury car manufacturer Jaguar has shown its latest electric concept car, sparking mixed reactions, much like a controversial teaser video released earlier.
Opinions on social media about the new Type 00 car are sharply divided. Some have praised it as “exciting” and “absolutely stunning,” while others have dismissed it as “rubbish,” with calls for Jaguar’s designers to “go back to the drawing board.”
Jaguar, however, sees this polarizing response as a strategic success in its effort to revitalize its brand and tackle declining sales.
“Jaguar needs to be bold and disruptive in order to cut through and get our message across,” Jaguar boss Rawdon Glover told.
He emphasized that the aim is to restore Jaguar’s luxury brand identity rather than chasing high production numbers.
A Struggling Legacy
For years, Jaguar has been the weakest performer within the Jaguar Land Rover (JLR) group, which also produces Range Rovers and Land Rover Defenders.
Since 2018, Jaguar’s sales have dropped sharply, from 180,000 units annually to just 67,000 in 2022.
In a bold move last month, JLR ceased selling new Jaguar cars in the UK, setting the stage for a relaunch as an electric-only brand in 2026.
Alongside this transition, Jaguar revealed a new logo and teased its rebrand with a controversial social media campaign.
The teaser featured models in vibrant outfits but omitted any actual vehicles, leading to criticism from some who labeled the advert “woke.” Tesla CEO Elon Musk even quipped, “Do you sell cars?”
The iconic growling cat badge was also redesigned, a change that disappointed some fans. It no longer features on the car’s front grille, a decision that drew further critique.
Despite this, Glover defended the marketing strategy, noting that the controversy increased visibility ahead of the Type 00 concept car’s unveiling.
“In that context… the strategy was successful,” he said. “We absolutely don’t want to ostracize any of our customer base. But… we need to attract a new audience to Jaguar’s brand to safeguard the next 90 years of Jaguar’s future.”
Transitioning to Electric
JLR announced its shift to electric vehicles in 2021, committing to keeping all three of its UK plants operational as part of the strategy.
The decision to halt UK sales of new Jaguars last month was intended to “create some breathing space” for the brand’s transformation.
The newly revealed Type 00, showcased at a Miami art fair, is a concept car, meaning it will not be available for sale. Instead, it serves as a design preview for the future direction of Jaguar’s vehicles.
With features like a long bonnet and large wheels, the car is intended to evoke Jaguar’s glory days while signaling a new, bold chapter.
According to Glover, the design represents a complete departure from conventional norms. “We’ve ripped up the rulebook,” he said. However, the rebrand also comes with a significant price hike, positioning Jaguar squarely in the luxury market.
“Nobody needs a vehicle at £120,000. You have to want one,” Glover remarked. “This has that sense of real occasion, which we believe is missing in the luxury EV space.”
Mixed Reactions
Not everyone was impressed. Broadcaster and former Top Gear host James May described the Type 00 design as underwhelming and overly expensive.
“I wanted something more futuristic,” he told. “Jaguar has been saying they will copy nothing, but there’s quite a bit of other concept cars in that new Jag.”
He also noted that Jaguars had historically been more affordable than competitors like Aston Martin, adding, “I’d like to see something more like half the price they’re toting at the moment.”
Expert Concerns
Beatrix Keim, director at the Center of Automotive Research, criticized the Type 00 for being “too big, too unreal.” She argued that Jaguar’s strategy overlooks the growing need for smaller, more accessible electric vehicles.
“Of course, Jaguar is a luxury brand,” she acknowledged. “But at this point, the brand needs volume, and this is not a volume car.”
Motoring journalist and racing driver Amanda Stretton expressed similar concerns, particularly about the car’s high price point.
“The market for cars in excess of £100,000 is not enormous. Jaguar is trying to break into an already tightly fought market,” she said.
Stretton also questioned the practicality of the car’s size, calling it “absolute nonsense” and suggesting it should be “shrunk by about 50%.”
Jaguar’s electric transition may mark an ambitious bid for reinvention, but the journey appears fraught with challenges as the brand attempts to reconcile its luxury ambitions with the demands of a changing automotive market.
