Jaguar has revealed its new electric concept car, the Type 00, which has sparked mixed reactions. Some on social media have praised the car as “exciting” and “absolutely stunning,” while others have criticized it, calling it “rubbish” and urging Jaguar’s designers to “go back to the drawing board.”
Mixed Reactions to the New Design
The unveiling of the Type 00 follows Jaguar’s recent announcement of a rebrand. The company revealed a new logo and launched a teaser video to promote its future as an electric-only brand. Critics noted that the promotional video didn’t show the actual car, though some appreciated the bold approach.
Jaguar Land Rover (JLR) recently halted sales of new Jaguar cars in the UK as part of its transition to electric vehicles by 2026. Sales have declined in recent years, and some see the rebranding as a risky but necessary move. Following the teaser video, Jaguar urged people to “trust and reserve judgment” on the changes.
The Type 00 concept car, shown at a Miami art fair, will not go into production. However, it hints at the direction of future models, which are expected to be priced over £100,000. Gerry McGovern, Jaguar’s chief creative officer, welcomed the attention the new direction was receiving, stating that “Jaguar has no desire to be loved by everybody.”
Some experts, like car analyst Karl Brauer, were skeptical of the shift. He felt the company was “sacrificing Jaguar’s past” for an uncertain future. Broadcaster James May, a former Top Gear presenter, was disappointed, saying the car resembled other existing models. He had hoped for something “more futuristic.”
Criticism of Size and Market Strategy
Many critics have pointed out the car’s size as an issue. Beatrix Keim, director at the Center of Automotive Research, described it as “too big, too unreal” and argued that Jaguar was not addressing the needs of the mass market. Amanda Stretton, a racing driver and motoring journalist, echoed these concerns, saying the car needed to be “shrunk by about 50%” to be practical.
Despite these concerns, former Aston Martin boss Andy Palmer defended the bold new design. He called it “a brave change of direction” but agreed the car was “huge.” However, he noted that electric cars need to become more affordable to succeed in the market.
Stretton also criticized the high price point, saying the market for cars over £100,000 was already competitive. James May, too, suggested that Jaguar’s cars had traditionally been more affordable and hoped for a more reasonably priced future model.
JLR’s decision to halt new Jaguar sales in the UK last month was part of a strategy to “create some breathing space” before the rebrand. Jaguar has struggled in recent years, with 2018 sales of 180,000 dropping to just 67,000 last year. Meanwhile, the Range Rover and Land Rover brands have brought in higher profits for JLR.