By Reeturaj - Dec 03, 2024
Jaguar introduces the electric concept car Type 00 amid mixed reactions and criticism of its rebranding to an electric-only brand by 2026. The unveiling at an art fair in Miami sparks debate on social media, with some praising the design and others urging a return to the drawing board. With Jaguar Land Rover ceasing new Jaguar sales in the UK, the future of the luxury car brand is uncertain as it shifts to a high-priced electric model lineup.
Xantia67 via Wikimedia Commons
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Jaguar has introduced its new electric concept car, the Type 00, amid controversy surrounding its rebranding efforts. The luxury car manufacturer is transitioning to an electric-only brand by 2026 and has faced criticism for its bold new direction. The Type 00 concept car, unveiled at a Miami art fair, has sparked mixed reactions on social media, with some praising its design while others urge the designers to "go back to the drawing board."
These rebranding initiatives come as Jaguar Land Rover (JLR) ceases the sale of new Jaguar cars in the UK in preparation for its relaunch as an electric-only brand. Sales of Jaguar vehicles have been declining in recent years, leading some to argue that the rebranding is a calculated risk with limited downside. The Type 00 concept car offers insight into the future direction of the brand, with new models expected to be priced at over £100,000 upon release.
Gerry McGovern, Jaguar's chief creative officer, welcomed the attention surrounding the brand’s new direction. "It has already stirred emotions, and it will continue to," he stated. "Jaguar has no desire to be loved by everybody." However, not everyone is convinced by this shift. Car industry analyst Karl Brauer expressed skepticism, suggesting that the company appears to be "sacrificing Jaguar's past for the hopes of a better future."
Beatrix Keim, director at the Center for Automotive Research, also criticized the concept car, labeling it "too big, too unreal." She argued that with numerous large vehicles already available in the market, "electric cars cannot only be for the rich." On the other hand, Andy Palmer, a former CEO of Aston Martin, defended the brand's new approach, calling it "a brave change of direction."
As Jaguar embarks on its biggest transformation in history, the outcome of its rebranding efforts remains uncertain. While some celebrate the brand's bold new path, others are doubtful about its success. With declining sales of Jaguar cars in recent years, the brand's future hangs in the balance. Only time will reveal whether Jaguar's rebranding will ultimately pay off.
