Silke Mayr Jaguar’s new electric concept car has sparked mixed reactions. While some call it “exciting” and “stunning,” others find it “rubbish” and urge Jaguar to “go back to the drawing board.” The unveiling of the Type 00 car follows a teaser video that had a similar impact. Many praised the company’s bold new approach, while others criticized the lack of an actual car in the promotional video.
Jaguar’s Bold Move Towards Electric Cars
Jaguar has announced a major shift, aiming to become an electric-only brand by 2026. The company recently stopped selling new cars in the UK to create space for its rebrand. This move comes after several years of declining sales. Despite its historic image, Jaguar faces challenges in revitalizing its brand. The Type 00, shown at a Miami art fair, is a concept, not a production model, but it indicates the future direction of Jaguar’s cars. The new models are expected to cost over £100,000.
Jaguar’s chief creative officer, Gerry McGovern, welcomed the attention, saying it had already stirred emotions. However, car industry analyst Karl Brauer was skeptical, believing Jaguar was sacrificing its past for an uncertain future.
Some critics argue that the new design resembles other existing cars. James May, a former Top Gear presenter, expressed disappointment, hoping for something more futuristic. Others, like Beatrix Keim from the Center for Automotive Research, said the car was “too big” and unrealistic. She pointed out that electric cars shouldn’t only cater to the wealthy, as Jaguar risks losing volume sales.
Racing driver Amanda Stretton also criticized the size, calling it “absolute nonsense” and suggesting it should be smaller. However, former Aston Martin boss Andy Palmer defended the bold change, calling it necessary for Jaguar’s survival.
In terms of pricing, Stretton expressed concerns about the target market for cars priced over £100,000. Jaguar has traditionally offered reasonably priced cars, and many feel the new models should follow that path.
Jaguar’s decision to halt new car sales in the UK was part of its strategy to regroup before unveiling the new brand image. Despite challenges, the Range Rover and Land Rover lines continue to be the main drivers of profit for the company.