Stunning or Rubbish? Jaguar’s New Concept Car Sparks Heated Debate

Luxury carmaker Jaguar has revealed its latest electric concept car, the Type 00, and reactions have been polarizing. While some hail the design as “exciting” and “absolutely stunning,” others have dismissed it as “rubbish” and criticized the brand’s designers.

This bold unveiling comes amid Jaguar’s transformation into an electric-only brand—a high-stakes rebranding move that has left many wondering whether the gamble will pay off.

The Bold Move to Reinvent Jaguar

Jaguar’s rebranding efforts began with a controversial teaser video last month, which featured no actual car. Despite mixed reactions, the teaser generated significant buzz, setting the stage for the brand’s relaunch.

Key changes include:

• Phasing out new Jaguar car sales in the UK in preparation for its electric-only relaunch in 2026.
• Unveiling a new logo and futuristic branding.

The Type 00, showcased at a Miami art fair, serves as a glimpse into Jaguar’s new design philosophy. While it won’t go into production, the concept hints at future models priced above £100,000.

Industry and Public Reactions

Divided Opinions:

• Supporters: Celebrate the design as bold and innovative.
• Critics: Argue it lacks originality and practicality, with comparisons to existing vehicles.

Jaguar’s Perspective:
Jaguar’s Chief Creative Officer, Gerry McGovern, defended the bold approach:

“Jaguar has no desire to be loved by everybody. It has already stirred emotions, and it will continue to.”

Analyst Concerns:

• Karl Brauer, a car industry analyst, is skeptical:
  

  “They’re sacrificing Jaguar’s past for the hope of a better future. I don’t think it’s going to work.”

Is Bigger Better? Concerns About Size and Price

Critics like Beatrix Keim from the Center of Automotive Research, and racing journalist Amanda Stretton, believe the car’s size and pricing are missteps:

• Keim:
  

  “Electric cars cannot only be for the rich. This is not the direction Jaguar needs.”

• Stretton:
  

  “It’s an absolute nonsense. It needs to be shrunk by about 50% to be practical.”

Even former Top Gear presenter James May shared his disappointment:

“I wanted something more futuristic.”

Pricing Challenge:
With future models exceeding £100,000, Jaguar is entering a highly competitive market, which some argue is too niche:

• May:
  

  “Jaguar cars were traditionally reasonably priced compared to Aston Martin. I’d like to see prices halved.”

• Former Aston Martin CEO Andy Palmer acknowledged the boldness but emphasized affordability:
  

  “The rhetoric around electric cars must focus on affordability.”

Background: Jaguar’s Struggles and Transition

• Jaguar’s Decline: Sales have plummeted from 180,000 in 2018 to 67,000 in 2022.
• Group Strengths: Range Rover and Defender models have driven profits for JLR, owned by Tata Motors since 2014.
• Future Strategy: Jaguar plans to keep its British plants open as it transitions fully to electric vehicles by 2026.

What Lies Ahead for Jaguar?

Jaguar’s rebranding gamble is undeniably bold, but its success hinges on overcoming challenges in affordability, practicality, and originality. With its relaunch on the horizon, the spotlight remains on how the company navigates this critical turning point.