After the commotion caused two weeks ago by Jaguar’s new identity, the British brand has just presented a new concept car that embodies this new face. A surprising prototype, 100% electric and available in pink and blue.
The Jaguar Type 00, presented this Monday, December 2 in Miami, is presented as a racing car “with bold shapes and exuberant proportions”WHO “challenges EV conventions, with long hood and slender roofline” AND “a spectacular silhouette”.
The company intends to make this vehicle a symbol of the radical repositioning of the brand, announced two weeks ago.
They criticize change of identity
This criticized change involves a modernized logo with geometric shapes, “Lush and bold use of color.”as well as a first advertising clip that includes models of all ages and backgrounds, dressed in yellow, orange, red and pink clothing, without a single car.
Ironic comment from Elon Musk, owner of competitor Tesla, to this Jaguar advertisement: “Do you sell cars?”the billionaire joked about X.
“I predict Jaguar will now go bankrupt. And you know what? they deserve it”the leader of the far-right Reform UK party, Nigel Farage, declared on the same channel.
Disbelief in the British press
The brand’s new pink car has caused some disbelief in the British press. This “barbie model” constitutes “A disaster for one of Britain’s most iconic brands.”commented an editorial writer for the conservative newspaper The Daily Telegraph.
He also attacks the advertising campaign, “a woke celebration of diversity and inclusion, which he sees as “one of the worst marketing operations of all time”.
“We want to be bold and disruptive”responded Jaguar CEO Rawdon Glover this Tuesday when interviewed by Sky News.
“There’s been more talk about Jaguar in the last two weeks than, my goodness, there has been in a long time.”
“We want to take as many of our current fans as possible with us on this journey.”he added. “We also need to attract a new audience.”
The historic English manufacturer, owned by Tata Motors, intends to compete with Bentley and Rolls Royce from 2026, with a range of 100% electric vehicles with a price of more than 200,000 euros.
On social networks, Jaguar is also criticized for the resemblance of its concept to Rolls-Royce models, while its new slogan is precisely “don’t copy anything”translated into French in “never copy” in the clip below.
“Jaguar wants to revolutionize the market and its buyer pool, targeting wealthier drivers who in the past might have opted for Porsche or Bentley.”explains AJ Bell analyst Danni Hewson.
“Jaguar has attracted attention and if it can persuade enough people to join the hype, when the first of its new models roll off the production line, its strategy will be studied and potentially copied for years to come.”explains Danni Hewson.
The feline that returns
If the concept fully confirms the new logo with a modernized font, we also find in the center of the rims a golden hub cap with two letters J.
And we also find the feline, present in the Jagauar logo since 1957, in an element that hides a camera, on the sides of the vehicle.
Which may reassure fans of the brand who had complained about the disappearance of the emblematic Jaguar animal.
Source: BFM TV
