Jaguar has unveiled its highly anticipated electric concept car, the Type 00, as part of a dramatic rebranding effort to revive its struggling sales and reposition itself as a luxury EV leader.
Jaguar’s Type 00, which debuted at a Miami art fair, features a distinctive design with an ultra-long bonnet, large wheels, and sleek curves meant to evoke the brand’s storied past. However, the vehicle, while visually striking, is not slated for production. Instead, it serves as a vision for the company’s upcoming lineup as it transitions to an all-electric brand by 2026.
Reactions to the car’s unveiling were polarized. Many on social media lauded it as “absolutely stunning” and “exciting,” while others dismissed it as “rubbish,” with calls for Jaguar designers to “go back to the drawing board.”
Some critics, including racing driver Amanda Stretton, questioned the practicality of the design. “The size of the new car appeared to be absolute nonsense. It needs to be shrunk by about 50% to be practical,” she said.
Beatrix Keim, director at the Center of Automotive Research, echoed concerns over the direction Jaguar is taking, stating: “This is not the way to go… Electric cars cannot only be for the rich. This is not a volume car.”
Jaguar’s rebranding efforts extend beyond the vehicle itself. The company recently halted UK sales of its current models to create “breathing space” before its electric relaunch. Alongside a new logo, Jaguar also teased the rebrand with a provocative social media campaign featuring colorful models but no cars. Critics, including Tesla’s Elon Musk, labeled the campaign “woke” and questioned Jaguar’s priorities.
Despite the backlash, Jaguar CEO Rawdon Glover defended the strategy: “Jaguar needs to be bold and disruptive… We don’t want to ostracize any of our customer base, but the most important thing is to attract a new audience.”
Glover’s goal is to reestablish Jaguar as a luxury brand that prioritizes exclusivity over mass production, targeting a higher price point with vehicles costing upwards of £120,000. However, some, including former Top Gear host James May, have expressed disappointment at the pricing and design.
“I wanted something more futuristic… Jaguar cars had traditionally been very reasonably priced compared with, for example, Aston Martin,” James May said.
