Last month, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of its relaunch as an electric-only brand in 2026.
Sales of its cars have been plummeting in recent years, and some have argued that as its traditional, heritage image does not seem to be working, the rebranding is a gamble with a limited downside.
Following the deluge of publicity following last month’s teaser video, Jaguar urged people to “trust and reserve judgement” over the rebrand of the business, which has a history dating back more than a century.
The Type 00 model unveiled at a Miami art fair is a concept car and so will not go into production for sale to the public.
However, it gives a pointer to the direction of the brand’s new models, which are expected to cost in excess of £100,000 when they go on sale.
Jaguar’s chief creative officer, Gerry McGovern, said he welcomed the attention the new direction had been getting.
“It has already stirred emotions and it will continue to,” he said. “Jaguar has no desire to be loved by everybody.”
Car industry analyst Karl Brauer was sceptical. The company seems to be “sacrificing Jaguar’s past to the hopes of a better future,” he said. “I don’t think it’s going to work.”
Many on social media said the new model looked similar to existing cars, and James May, broadcaster and former presenter of Top Gear, said he was “slightly disappointed” by it.
“I wanted something more futuristic,” he told the BBC. “I mean, Jaguar have been saying they will copy nothing, but there’s quite a bit of other concept cars in that new Jag.”
