‘Too big of a departure?’: the experts’ verdict on Jaguar’s electric car launch

Jaguar has finally revealed its highly anticipated Type 00 electric vehicle during the Miami Art Week event. A promotional video for the campaign, which was shared on social media two weeks ago, sparked mixed reactions. In this article, industry analysts share their thoughts on the car, its debut, and the overall marketing strategy.

The previous marketing director at Honda is now the CEO of Formula E, where Jaguar is a participant.

I recently got my hands on a Jaguar iPace. It's a fantastic vehicle, but it didn't bring me any joy. That's what I'm looking for in a car, and I know Jaguar understands that as well.

If Jaguar aimed to make a splash with their launch, they definitely succeeded. There was a lot of excitement leading up to the reveal, and I heard that some guests were secretly hoping for something really outrageous. Thankfully, it wasn't outrageous; instead, it's strikingly unique. It's larger, more daring, and more unconventional than I expected. It’s bound to catch people's attention. Not everyone will be a fan, but I appreciate that diversity of opinion. Inspector Morse wouldn’t touch it, but perhaps if his grandson just started a cybersecurity company, he might take an interest.

The atmosphere of the event is a total shift; it's vibrant and gritty. Skepta, the British grime artist and rapper, isn’t the usual face for Jaguar, yet he’s here delivering a DJ set for a crowd of influencers and cultural pioneers in downtown Miami. This marks a significant change from the brand’s previous image. Is it too much of a change? Perhaps. Jaguar was at risk of being seen as a relic of the past, so I commend their efforts. If I were behind the wheel of a Type 00, I can imagine it bringing me joy.

The creator of the UK-based electric vehicle purchasing platform, Electrifying.com.

In its 90 years of existence, nothing has generated as much international discussion as Jaguar's contentious rebranding. However, with the unveiling of the striking Type 00, the new logo and flashy advertisement may quickly fade from memory.

The first time I laid eyes on the car was during a presentation at Jaguar Land Rover’s design studio in the Midlands. In my over 25 years as a car journalist, I’ve never encountered a vehicle that has left me as stunned as this all-electric GT, which costs over £100,000.

Absolutely, it’s a striking shade of pink. In fact, it’s incredibly pink. Launched in Miami Pink and London Blue, the car's colors represent both the city where it was introduced and Jaguar’s British roots.

The color is something that many critics will likely focus on. The design team at Jaguar mentioned to me that it's a shade that is ready for production, and if it ends up in the final selection, it could create some buzz among longtime Jaguar enthusiasts.

Apart from its vibrant color, the Type 00 boasts a striking design featuring a long hood, a huge, single-piece grille, and front-hinged butterfly doors. Additionally, Jaguar has eliminated the rear window altogether.

I feel that the Type 00 has a vibrant and striking appearance. My 15-year-old described it as “peak,” and I take that as a positive remark.

Gerry McGovern, the chief creative officer at Jaguar, mentioned, “It’s going to make people uneasy, and it will divide opinions.” And that’s certainly true. However, if the goal was to spark conversation, they’ve definitely achieved that.

The question at hand is whether Jaguar can adapt its brand swiftly enough to appeal to the new generation of affluent young buyers it aims to target with this vehicle.

The global head of strategy at the branding firm Interbrand, who has collaborated with Bugatti and was involved in the reintroduction of Mini and BMW.

Let’s rewind to a couple of weeks back. Jaguar wasn’t really on anyone’s radar. Suddenly, a brief 30-second video pops up, and millions take notice. Within just a day, Jaguar is thrust into discussions worldwide, even though they didn’t showcase any actual products.

Consequently, excitement for the new lineup reaches a peak similar to that of a World Cup final, both in terms of its widespread appeal and intensity—complete with a leak just before the official reveal.

It's difficult to demand more from a campaign, particularly one aimed at rejuvenating a brand. Many commentators seem to miss the point that Jaguar Land Rover wasn't merely trying to develop a successful brand; they were focused on completely overhauling a struggling one.

Currently, there are many more individuals who appreciate the legacy of Jaguar than there are those who are interested in purchasing its vehicles.

Museums rely on history to thrive, but businesses need to do more than that. They must transform their historical assets into products or experiences that enough customers find valuable enough to purchase.

Jaguar, a brand known for its bold creativity and producing some of the most unique vehicles in the world, has returned with hopes of winning over enthusiasts instead of being overlooked by many.

The idea unveiled in Miami is sure to attract their interest, but the true test will be converting that interest into loyalty by 2025 and eventually into purchases by 2026, when the vehicles are officially released.

One of the founders of the advertising firm Joint, who has experience working with Audi and Range Rover.

Jaguar deserves recognition for its bold ambition with the rebranding effort. Completely distancing itself from its history seems to be the smartest move. The goal is to introduce a fresh lineup of vehicles to a whole new customer base, and striving to present itself as a more modern, inclusive, and daring brand could turn out to be a successful approach.

However, having good intentions alone won’t cut it if the execution of the plan is as lackluster and unsatisfying as the subpar video content Jaguar put out prior to the launch.

Fortunately, the images of the concept car feature a striking new look that encourages us to reconsider our previous opinions.

The next important question is how much of the innovative design will actually be incorporated into the final version that will be produced and sold.

Not many car manufacturers facing the same challenges as Jaguar are given a second opportunity, so we can only wish that the company stays strong, learns from its recent misstep in the video, and embraces the uniqueness it claims to aspire to.