Miami, USA: Jaguar has revealed its new electric concept car, the Type 00, just two weeks after stirring online controversy with a teaser video.
The unveiling sparked a range of reactions on social media, with some praising its design, while others criticized the launch.
Many viewers had previously noted that the promotional video did not feature an actual car, though the company received praise for its bold approach.
The British automaker, which is undergoing its biggest transformation, also introduced a new logo and launched a “social media tease” as part of its strategy to relaunch as an electric-only brand by 2026.
During the Type 00 event at Miami Art Week on December 2, 2024, Gerry McGovern, Jaguar’s chief creative officer, expressed satisfaction with the reactions to the brand’s shift.
McGovern said that, “It has already stirred emotions and it will continue to,” adding that Jaguar does not aim to be loved by everyone.
Social media reactions ranged from dismissive comments like “Go back to the drawing board” to more positive ones such as “Exciting” and “Absolutely stunning.”
Earlier in November, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK to make way for the rebrand, a move aimed at creating space before the company fully transitions to an electric-only lineup.
Jaguar has been the weakest performing brand within the JLR group, which has seen strong profits from the Range Rover and Defender models. The transition to electric vehicles was announced in 2021, with plans to keep all three of its UK plants open during the shift.
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