Jaguar boss says it has shown ‘fearless creativity’ with new electric car

The head of design at Jaguar has stated that the car manufacturer has demonstrated "bold innovation" as he introduced a highly anticipated electric vehicle, which received criticism online due to its unconventional marketing approach.

At a launch event in Miami on Monday, Gerry McGovern, the head of design for Jaguar's parent company, shared his thoughts: "Some people will appreciate it right away, others might come to love it over time, and some may never embrace it at all. That's the essence of bold creativity."

The British brand has unveiled its latest concept vehicle, named the Type 00 (pronounced "zero zero"), marking the beginning of a revamped approach. A finalized version that will be ready for production is expected to be showcased in late 2025.

The rebranding has generated significantly more buzz than typical for a car release, especially after a teaser video that didn’t actually show the vehicle sparked intense and divided discussions online. In the midst of the chatter, Elon Musk, the head of competing electric car company Tesla, chimed in with the question: “Do you sell cars?”

Jaguar selected Miami as the location for its launch event during art week to mark its transition from the premium segment, where it faced tough competition from German brands like BMW and Mercedes-Benz. Instead, the company is now targeting a wealthier, global elite. The new production model is anticipated to have a price tag exceeding £100,000, which is nearly twice the average cost of its earlier models.

The concept model was shown in two vibrant shades, Miami pink and London blue, moving away from Jaguar’s classic racing green. Images of the vehicle, which surfaced on Monday just before the official unveiling, showcase a continuous windscreen, an elongated front hood, and a video screen at the back in place of a traditional rear window.

The new design includes the updated Jaguar logo, which displays the brand name in a clean sans-serif typeface on the front. Meanwhile, a subtle engraving of the "leaper" cat can be found on the retractable side cameras. However, the traditional "growler" badge seen on older models is absent.

Jaguar announced that the upcoming vehicle, set to be manufactured in Solihull, UK, is expected to have a range of up to 478 miles. It will also feature fast charging capabilities, allowing drivers to add 200 miles of range in just 15 minutes.

Adrian Mardell, the CEO of Jaguar Land Rover (JLR), expressed his vision for Jaguar as a unique British luxury brand, one that stands out for its rich history, craftsmanship, and captivating allure.

"That's the essence of Jaguar we're bringing back, and we aim to evoke the same wonder and admiration that classic models like the E-type inspired," he stated, referencing the sports car that became a symbol of the vibrant 1960s and has traditionally been regarded as the pinnacle of Jaguar's design legacy.

JLR, which is owned by the Indian company Tata, has taken two very different approaches for its brands. The Land Rover lineup generates significant revenue, so the new electric Range Rover closely resembles the gasoline model in terms of its outside appearance.

On the other hand, Jaguar's sales have struggled for quite some time, leading the company to choose a full overhaul. Compared to many competitors, Jaguar has been slower to adopt electric vehicles, currently offering only the older Jaguar I-Pace. However, the company is investing £18 billion to create battery-powered versions of its vehicles in addition to traditional gasoline models.