Jaguar’s new electric concept car, the Type 00, has sparked mixed reactions. Some enthusiasts call it “exciting” and “absolutely stunning,” while others dismiss it as “rubbish.” Jaguar’s ambitious rebranding has drawn attention, especially after a recent teaser video, though not all praise the approach.
A Bold Move Amid Declining Sales
The carmaker is undergoing a major transformation, aiming to relaunch as an electric-only brand by 2026. Last month, Jaguar Land Rover (JLR) halted sales of new Jaguar cars in the UK. The move comes as sales have dropped significantly in recent years, leading some to view the rebranding as a necessary gamble.
Jaguar’s chief creative officer, Gerry McGovern, expressed excitement over the reactions. He believes the new direction is stirring emotions, and insists the brand doesn’t aim to please everyone. However, critics like car analyst Karl Brauer worry that Jaguar’s past is being sacrificed for an uncertain future.
The Type 00 concept car, revealed at a Miami art fair, won’t be mass-produced but offers a glimpse of the brand’s future designs. Expected to be priced above £100,000, the car’s size and pricing have been hotly debated.
Beatrix Keim from the Center of Automotive Research criticized the concept as “too big, too unreal,” arguing that electric cars must be accessible beyond the luxury market. Motoring journalist Amanda Stretton echoed the sentiment, calling for a smaller, more practical design.
However, former Aston Martin CEO Andy Palmer defended the bold shift. While agreeing the car was large, he emphasized that Jaguar needs to adapt, as it has struggled in recent years. Stretton, however, pointed out that Jaguar’s move into the high-end market might be risky, as the market for cars over £100,000 is highly competitive.
Jaguar’s rebranding strategy follows its decision to transition to electric vehicles, aiming for sustainability while keeping its UK plants operational. Despite challenges, JLR’s more profitable Range Rover and Land Rover models continue to drive the company’s success.
