Luxury carmaker Jaguar has unveiled its latest electric concept car, the Type 00, sparking mixed reactions much like its earlier controversial teaser video. While some praised the design as “exciting” and “absolutely stunning,” others criticized it, with one social media user suggesting the designers should “go back to the drawing board.”
The launch marks a pivotal moment for Jaguar as it prepares to relaunch as an all-electric brand by 2026. Alongside the concept car, the company introduced a new logo, signaling the biggest transformation in its history. The teaser campaign last month drew criticism for not featuring an actual car but was also lauded by some for its bold vision.
Jaguar Land Rover (JLR) recently ceased sales of new Jaguar models in the UK to pave the way for the brand’s electric-only future. With Jaguar’s sales plummeting—from 180,000 units in 2018 to just 67,000 in 2023—the rebranding is seen by some as a high-stakes gamble with limited downside.
At the Miami launch event, Gerry McGovern, JLR’s chief creative officer, defended the brand’s bold pivot. “Jaguar has no desire to be loved by everybody,” he stated, acknowledging the emotional response to its new direction.
However, the shift has drawn skepticism. Automotive analyst Karl Brauer criticized the strategy, suggesting the company was “sacrificing Jaguar’s past” with uncertain prospects for the future. Beatrix Keim from the Center of Automotive Research dismissed the concept car as “too big, too unreal,” arguing that Jaguar’s focus on high-end electric vehicles ignores broader market needs.
Conversely, former Aston Martin CEO Andy Palmer commended the move as a necessary evolution for the struggling brand, calling it “a brave change of direction,” though he admitted affordability remains a key challenge for Jaguar’s electric transition.
JLR’s strategy, announced in 2021, includes retaining its three UK plants as it pivots to electric vehicles. While Jaguar has struggled within the Tata Motors-owned JLR group, the company’s profitability has been bolstered by the success of the Range Rover and Land Rover Defender, which drove its highest profits since 2015 earlier this year.
