Jaguar has revealed its new electric concept car, the Type 00, which has elicited varied responses from the public. While some praise it as “exciting” and “absolutely stunning,” others feel the designers should “go back to the drawing board.”
As part of its major transition to an electric-only brand by 2026, Jaguar has introduced a new logo and released a teaser video that stirred controversy. Critics noted the video did not show an actual car, but it received praise for its bold approach. Last month, Jaguar Land Rover (JLR) halted sales of new Jaguar cars in the UK to prepare for the relaunch.
Gerry McGovern, Jaguar’s chief creative officer, acknowledged the mixed reactions, stating, “Jaguar has no desire to be loved by everybody.” Car industry analyst Karl Brauer expressed skepticism, suggesting that Jaguar is “sacrificing its past for a hoped-for future.” Beatrix Keim, from the Center of Automotive Research, criticized the concept car as “too big, too unreal.”
However, Andy Palmer, former chief operating officer of Nissan and ex-CEO of Aston Martin, praised the new design as a “brave change of direction” but noted the need to make electric cars more affordable.
Despite declining sales, with only 67,000 cars sold last year compared to 180,000 in 2018, JLR’s other brands like Range Rover and Land Rover Defender have seen significant profits. Jaguar’s rebranding aims to rejuvenate its image and adapt to the evolving automotive market.