Luxury automaker Jaguar has officially revealed its new electric concept car, just weeks after a teaser video sparked online debate.
The unveiling of the Type 00 model drew mixed reactions on social media, with some applauding its innovative design while others criticized the launch.
Last month’s teaser video, which notably lacked any actual footage of the car, faced criticism from some for its unconventional approach, though others praised Jaguar for its daring strategy. This debut marks a significant milestone for Jaguar as it undergoes a transformative shift to become an electric-only brand. Alongside the concept car, the company introduced a redesigned logo and a fresh branding strategy as part of its historic relaunch.
At the Type 00 event in Miami on Monday, Jaguar’s chief creative officer, Gerry McGovern, embraced the buzz surrounding the brand’s new direction.
“It has already stirred emotions, and it will continue to,” McGovern said, adding, “Jaguar has no desire to be loved by everybody.”
Reactions to Jaguar’s social media posts about the car ranged from criticism such as “Go back to the drawing board” and “hopefully this doesn’t actually come out,” to praise like “Exciting” and “Absolutely stunning.”
Car industry analyst Karl Brauer expressed doubts about the rebranding, telling the BBC, “The company seems to be sacrificing Jaguar’s past for the hope of a better future. I don’t think it’s going to work”. Last month, Jaguar encouraged the public to “trust and reserve judgment” regarding its rebranding efforts, which mark a major shift for the century-old luxury automaker.
