Luxury automaker Jaguar has revealed its new electric concept car, and much like its recent controversial teaser video, it has sparked mixed reactions.
Luxury carmaker Jaguar has unveiled its new electric concept car, and like its recently divisive teaser video, it has drawn mixed reactions.
While some social media users praised the new Type 00 as “exciting” and “absolutely stunning,” others dismissed it as “rubbish,” urging Jaguar’s design team to “go back to the drawing board.”
Despite the polarizing feedback, the brand appears to have anticipated such a reaction. Jaguar sees this bold move as essential to revamping its image and reversing declining sales.
“Jaguar needs to be bold and disruptive in order to cut through and get our message across,” CEO Rawdon Glover told a known media outlet.
He explained that his primary goal is to restore Jaguar’s status as a true luxury brand, stepping away from competing through high production volumes.
Historically, Jaguar has been the underperformer within the Jaguar Land Rover (JLR) group, which also produces Range Rovers and Land Rover Defenders. The numbers tell the story: since 2018, Jaguar’s annual sales have plummeted from 180,000 to just 67,000 last year.
In a bold move, JLR halted new Jaguar sales in the UK last month as it prepares for the brand’s relaunch as an all-electric lineup in 2026. This transition includes a revamped logo and a controversial “social media tease,” featuring models in vibrant outfits but no cars, drawing sharp criticism.
The ad was labeled “woke” by some, including Tesla CEO Elon Musk, who quipped, “Do you sell cars?” Others took issue with the redesign of Jaguar’s iconic growling cat badge, which no longer features prominently on the car’s front.
Despite the backlash, CEO Rawdon Glover defended the campaign, arguing that the buzz it created achieved its goal of drawing attention to this week’s unveiling of Jaguar’s concept car.
“In that context… the strategy was successful,” Glover said, emphasizing the importance of balancing tradition with innovation.
“We absolutely don’t want to alienate any of our existing customers,” he added. “But the priority is to attract a new audience to ensure Jaguar thrives for the next 90 years.”
JLR announced its shift to electric vehicles in 2021, committing to keep all three of its British plants operational as part of the transition strategy.
Last month, the company ceased new Jaguar sales in the UK, describing the move as a deliberate effort to “create some breathing space” before unveiling the brand’s new identity.
The Type 00 model, revealed at a Miami art fair, is a concept car and will not be produced for public sale. Instead, its design—with an elongated bonnet and oversized wheels—offers a glimpse into the direction of Jaguar’s upcoming models.
CEO Rawdon Glover said the brand had “ripped up the rulebook” with the new design, aiming to recapture the spirit of Jaguar’s golden era. The rebrand also targets the luxury market, with a significantly higher price point.
“Nobody needs a vehicle at £120,000. You have to want one,” Glover explained. “This car delivers a sense of real occasion, which we believe is currently missing in the luxury EV space.”
However, the preview has divided opinion online.
Broadcaster and former Top Gear host James May expressed disappointment with the design and price. “I wanted something more futuristic,” he told the BBC. “Jaguar claims they copy nothing, but I see elements of other concept cars in this new Jag.”
May also noted that Jaguar traditionally offered more affordable luxury compared to brands like Aston Martin. “I’d prefer to see something priced closer to half of what they’re currently proposing,” he added.
