A recent attempt by Jaguar to woo Generation Z with a bold, electric vehicle concept has backfired, with many young people labeling the design “cheap” and comparing it to a “pink Batmobile.”
Ahead of its official release at Miami Art Week, leaked photos of the Jaguar Type 00 concept, also known as the Design Vision Concept, showcased a $126,519.50 vehicle featuring a distinctive design.
The car’s exterior boasts a “Miami pink” color, which has drawn comparisons to a boxier version of the Corvette from the “Barbie” movie. A metallic blue option is also available.
A New Direction for Jaguar?
Gerry McGovern, Jaguar Land Rover’s chief creative officer, hailed the concept car as a “taste of things to come.” The EV-only vehicle appears to be part of Jaguar’s efforts to rebrand and appeal to a younger demographic, particularly Generation Z.
A video ad promoting the company’s new direction featured a man wearing a dress and did not include any cars.
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Jaguar’s Rebranding Efforts Fall Flat
Jaguar Managing Director Rawdon Glover described the company’s new direction as a “complete reset” aimed at “inspiring a new generation.”
However, many young people have been quick to criticize the Type 00 model, with some comparing it to Muck, a character from the children’s show “Bob the Builder.”
Critics Weigh In
TikTok user Fionnuala joked that she would rather have Muck than the Jaguar Type 00. Other critics have taken aim at the company’s rebranding efforts, with some accusing Jaguar of abandoning its heritage as a staple of British engineering.
The “Copy Nothing” slogan has also been mocked, with some arguing that the new EV vehicle borrows from other iconic brands.
Risking Alienation?
Some critics have suggested that Jaguar’s attempts to appeal to a younger demographic may alienate their existing customer base.
One commenter mused that the company may have overestimated the size of the market for luxury sports cars among vegan baristas and woke lesbians.
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Beyond Aesthetics
While the Type 00’s design has been widely panned, some critics have also taken issue with the vehicle’s functionality. One commenter described the concept car as a “fugly monstrosity” with a “huge view-restricting nose” that houses a nonexistent engine.
A Few Defenders
Despite the overwhelmingly negative response, a few vehicle enthusiasts have come to the defense of the Type 00. One “Top Gear” fan praised the concept car, stating that it is the most interesting Jaguar design in years.
McGovern has also defended the company’s creation, citing the importance of controversy and challenging convention in British creativity.