Jaguar Unveils First Electric Concept Car After Controversial Rebranding

Jaguar, the renowned British luxury automaker, has unveiled its first electric concept car, the Type 00, marking a significant step forward after its controversial rebrand that sparked widespread debate.

In a statement released Tuesday, Jaguar described the Type 00 as a bold new physical representation of the brand, highlighting the company’s ongoing transformation. The car was showcased at Miami Art Week, where it drew attention with its distinctive design.

Design and Features

The Type 00 boasts a long bonnet (or hood in American English) paired with a fastback silhouette, complemented by striking 23-inch alloy wheels. The vehicle is available in two eye-catching colors: Miami Pink, which reflects the Art Deco surroundings of its debut location, and London Blue, a nod to the brand’s British roots.

Mixed Reactions

Despite its futuristic appeal, the Type 00 has sparked mixed reactions. Some online observers praised its sleek look, while others criticized it harshly, with one comment stating the car was “beyond ugly” and predicted poor sales. While this model is purely conceptual and will not be mass-produced, the reactions reflect the polarizing nature of Jaguar’s new direction.

Brand Transformation

Jaguar has announced that it will become an electric-only brand, focusing exclusively on luxury vehicles. However, this shift goes beyond just the products. According to the company, the rebranding represents a total reimagination of Jaguar’s identity.

This new brand identity, unveiled in November, generated additional controversy. The company’s promotional video, featuring diverse models moving through an otherworldly landscape, raised eyebrows, especially among traditionalists who questioned the focus of the advertisement. One viewer even remarked, “Where are the cars in this ad? Is this for fashion?”

New Logo and Design Elements

Jaguar’s rebranding also includes the introduction of a new logo, replacing its iconic all-caps typeface with a modern design intended to reflect the company’s commitment to modernism. The brand’s familiar pouncing cat logo, known as the “Leaper,” is being phased out in favor of a redesigned badge. A new monogram that incorporates both the “J” and “R” from Jaguar has also been introduced.

Gerry McGovern, the chief creative officer of Jaguar Land Rover, explained that this rebrand aims to recapture the essence of Jaguar, aligning it with the values that made it beloved while also appealing to contemporary audiences.

Looking Ahead

Jaguar’s first production model under its new electric strategy will be a four-door grand tourer, set to debut in late 2025. This vehicle will be manufactured in the UK. The company is also planning to expand its global presence by opening several brand stores, with the first location to be launched in Paris’s 8th arrondissement.

Report contributed by CNN’s Jordan Valinsky.