Jaguar's Type 00 electric concept car gets a mixed response

Jaguar's New Electric Concept Car Sparks Debate

The Type 00 is a key component of Jaguar's rebranding effort to become a fully electric vehicle company.

Jaguar, the luxury car manufacturer, has introduced its latest electric concept vehicle, only a few days following the launch of a teaser video that sparked debate online.

The reveal of the Type 00 car elicited a variety of reactions from social media users. Some praised its design, while others made fun of the debut.

Last month, several reviewers noted that the teaser video for the upcoming car model didn't showcase an actual vehicle. However, some people also commended the company for being daring and challenging the status quo.

The automobile manufacturer, which is about to undergo its most significant transformation ever, has unveiled a new logo and a "social media teaser" in preparation for its rebranding as an exclusively electric brand.

At the Type 00 event in Miami on Monday, Gerry McGovern, the chief creative officer of the UK company, expressed his appreciation for the interest in Jaguar's new direction.

"It has already sparked feelings and will keep doing so," he said.

Jaguar isn't concerned about winning everyone's affection.

Comments on Jaguar's social media posts about the vehicle varied widely, with some users expressing negativity like "Start over" and "I hope this doesn’t get released," while others reacted positively, calling it "Exciting" and "Truly beautiful."

Car industry expert Karl Brauer expressed doubt regarding the rebranding effort.

He mentioned to the BBC that it appears the company is trading away the history of Jaguar for the chance at a brighter future. "I’m skeptical that this will succeed," he stated.

Last month, the company encouraged individuals to "have faith and hold off on forming opinions" regarding the rebranding of the century-old establishment.

Jaguar has embraced the spotlight that its fresh path has garnered.

Earlier this month, Jaguar Land Rover (JLR) ceased the sale of new Jaguar vehicles in the UK as part of their plan to reintroduce the brand as a fully electric line by 2026.

The company stated that this was a intentional strategy to "allow for some flexibility" before introducing the new brand later this month.

In 2021, the company revealed its plan to shift to electric vehicles while ensuring that all three of its manufacturing facilities in the UK would remain operational as part of this approach.

Jaguar has struggled the most among the brands in the JLR group, which has been under Tata Motors' ownership for nearly ten years.

The Range Rover and Defender contributed significantly to the company's highest earnings since 2015, results that were revealed earlier this year.