British luxury carmaker Jaguar has unveiled its new electric concept vehicle, the Jaguar Type 00, sparking widespread debate over its bold design and rebranding strategy. The car, showcased in Miami on Monday, features vibrant colours including ‘Miami Pink’ and ‘London Blue,’ and incorporates distinctive elements such as a long bonnet, sweeping roofline, and 23-inch alloy wheels.
The launch follows Jaguar’s recent rebrand, under the tagline ‘Copy Nothing,’ which aims to position the company as bold and disruptive. The rebrand includes a modern logo with geometric shapes and advertisements showcasing diverse individuals dressed in striking colours like yellow, orange, and pink—noticeably without featuring any cars.
This approach has drawn sharp criticism, with some labelling it too ‘woke.’ Critics in the press have derided the car as ‘Barbie pink’ or ‘Pink Panther,’ while commentators like Tesla CEO Elon Musk sarcastically asked on social media, ‘You sell cars?’ Nigel Farage, leader of the far-right Reform UK party, predicted failure for the company, stating, “Jaguar will now go bust. And you know what? They deserve to.”
Rawdon Glover, Jaguar’s Managing Director, defended the bold strategy in an interview with Sky News. “More people have been talking about Jaguar for the last two weeks than… for so much longer,” he remarked, highlighting the rebrand’s aim to attract new customers while maintaining the loyalty of existing fans.
The concept car represents Jaguar’s commitment to the electric vehicle (EV) market as premium automakers worldwide transition away from combustion engines. A production-ready version of the Type 00 is slated for release in late 2025, with an expected price tag exceeding £100,000 ($127,000).
Danni Hewson, head of financial analysis at AJ Bell, noted that Jaguar’s strategy is designed to challenge traditional market perceptions. “Jaguar have made people look, and if they can persuade enough of them to buy into the hype… then its strategy will be studied and potentially copied in the years to come,” she said.
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