Luxury car maker Jaguar has unveiled its new electric concept car, less than a fortnight after the release of a teaser video that stirred online controversy.
The unveiling of the Type 00 car triggered mixed responses from social media users, with some cheering its design, while others mocked the launch.
Last month, many critics pointed out that thepromotional video teasing the new model did not feature an actual car – but the firm was also praised by some for its bold new approach.
The car maker, which is embarking on the biggest change in its history, announced a new logo and released a so-called “social media tease“, ahead of its relaunch as an electric-only brand.
During the Type 00 event in Miami on Monday, the UK-based company’s chief creative officer, Gerry McGovern, said he welcomed the attention Jaguar’s 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.”
Replies on Jaguar’s social media posts about the car ranged from “Go back to the drawing board” and “hopefully this doesn’t actually come out” to “Exciting” and “Absolutely stunning”.
Car industry analyst Karl Brauer was sceptical about the rebranding.
The company seems to be “sacrificing Jaguar’s past to the hopes of a better future,” he told the BBC. “I don’t think it’s going to work”.
Last month, the company urged people to “trust and reserve judgement” over the rebrand of the business, which has a history dating back more than a century.
Earlier in November, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of a relaunch as an electric-only brand in 2026.
The firm said it was a deliberate move to “create some breathing space” before launching the new brand this month.
The firm announced the transition to electric vehicles in 2021, keeping all three of its three British plants open as part of the strategy.
Jaguar has been the weakest link within the JLR group, which has been owned by Tata Motors for almost a decade.
The Range Rover and Defender were behind the company’s highest profits since 2015, which were announced earlier this year.
