Jaguar’s new electric concept car has sparked a mix of praise and criticism. Some call it “exciting” and “absolutely stunning,” while others label it “rubbish.”
The new Type 00 car is part of Jaguar’s rebranding as an electric-only brand by 2026. This transition comes as Jaguar Land Rover (JLR) aims to overhaul its image. Last month, the company released a teaser video, which did not feature an actual car, but the bold approach earned both praise and skepticism.
Jaguar’s Rebranding Efforts
Sales of Jaguar cars have been declining in recent years. Some view the rebranding as a risky move, but with limited downside. Last month, JLR halted the sale of new Jaguars in the UK, ahead of the transition. Jaguar’s chief creative officer, Gerry McGovern, welcomed the attention the new direction has generated. “Jaguar has no desire to be loved by everybody,” he stated.
Despite the publicity, some remain doubtful. Car analyst Karl Brauer believes the company is “sacrificing Jaguar’s past for a better future,” a strategy he does not think will succeed. Others, like broadcaster James May, expressed disappointment. He wanted a more futuristic design, feeling that the new model resembled other concept cars.
Criticism and Debate on the Concept Car
Many critics argue the car is too large. Beatrix Keim, from the Center of Automotive Research, described it as “too big, too unreal.” She also pointed out that electric cars should not be limited to the rich. Amanda Stretton, a motoring journalist, agreed, calling the concept car “nonsense” and suggesting it should be shrunk for practicality.
However, some believe the change is necessary. Former Aston Martin boss Andy Palmer praised the bold direction but acknowledged the car’s size. He emphasized that Jaguar needs to find ways to make electric vehicles more affordable.
Price remains a concern for many. Stretton noted that the market for cars over £100,000 is limited. Jaguar’s pricing strategy is seen as targeting a highly competitive market. James May added that Jaguar’s cars were traditionally more affordable compared to brands like Aston Martin.
Jaguar’s shift to electric vehicles was announced in 2021, with plans to keep its three British plants operational. However, Jaguar remains the weakest link within the JLR group, which has faced challenges in recent years. Sales have declined from 180,000 cars in 2018 to just 67,000 last year, while Land Rover and Range Rover models continue to drive JLR’s profits.