Jaguar releases concept car after controversial rebranding campaign

• Jaguar unveiled the first concept car as part of its newly rebranded identity.
• The renaming sparked controversy because it did not include cars – and some argued it was “woke”.
• Jaguar said it will unveil a new electric model in late 2025 as part of its all-electric future.

Jaguar unveiled a design concept for its next generation of electric vehicles on Monday – finally pairing the image of a car with its “exuberant modernism” rebranding campaign.

Jaguar’s rebranding campaign had drawn strong criticism in recent weeks from some who said it was “woke” because it featured different models and bright colors. The campaign also didn’t include cars.

Now the British luxury automaker has filled in some gaps regarding its new identity by unveiling a concept car at Miami Art Week.

The exterior of the concept car – dubbed “Type 00” due to its zero emissions and “Car Zero” status in the brand’s new model range – features butterfly doors, a glassless tailgate and a panoramic roof.

It is designed in two colors – “Miami Pink” to honor the city’s pastel Art Deco architecture, and “London Blue”, inspired by the opalescent silver-blue of the 1960s in honor of the company’s British roots, Jaguar said in a statement Explanation .

“Type 00 commands attention, like all the best Jaguars of the past,” Jaguar chief exterior designer Constantino Segui Gilabert said in the statement. “It is a dramatic presence that embodies the unique spirit of British creativity and originality. It celebrates art and embodies the essence of exuberant modernism.”

The Jag’s exterior design also features the redesigned Jaguar “Leaper” logo, laser engraved into a brass bar that opens to reveal rear-facing cameras when required.

Inside, three brass lines run the length of the interior – one on each door and one directly in the middle of the cabin.

Floating instrument panels mark either side of the center brass line, which, like the floating seats, is supported by a travertine stone base.

A woven wool blend fabric surrounds the two seats, the soundbar and the cabin floor.

“Just like the exterior, deployable technologies are a hallmark of the interior,” Jaguar chief interior designer Tom Holden said in the statement. “Screens glide silently and theatrically from the dashboard, while powered storage spaces open smoothly when needed, revealing hidden splashes of lush color.”

It’s not clear which specific design elements of the new concept could ultimately be implemented in Jaguar’s upcoming electric vehicle models. Jaguar said the Type 00 was “an indicator of the design philosophy and intent for the new vehicles to come.”

The brand announced in 2021 that it would switch to purely electric vehicles. The first model in its new product range – an electric four-door car – will be presented at the end of 2025, the company announced on Monday.

The upcoming model is expected to use Jaguar’s special electric architecture and is expected to have a range of up to 430 miles on a single charge and can achieve a range of up to 200 miles after 15 minutes of fast charging, the company said on Monday.

With the new vehicles expected to be available in 2026, the company is already ceasing production of its internal combustion engine cars. Converting its factory in Halewood, UK, to all-electric production and stop Selling new cars in the UK.

In preparation for the launch of its electric vehicle range, Jaguar first launched its rebranding campaign in November. It included an updated font for the “Jaguar” logo, a redesign of the jumping Jaguar sign and a colorful new video ad that featured models dressed up in fashion and no cars in sight.

The promotional video drew widespread criticism on social media, late-night TV and in the media for not showing cars, while some conservative figures accused the company of abandoning its history and moving into “woke” politics. Elon Musk even got involved.

In an interview with the Financial TimesJaguars chief executive, Rawdon Glover, defended the rebranding, saying the campaign’s intended message had been lost “in a fire of intolerance” and that the controversial promotional video was not intended as a “woke” statement.

The redesign of the iconic brand – and vehicle of choice for the British royal family and prime ministers – also included an introduction to its new design philosophy of “exuberant modernism,” which the company defined as “imaginative, bold and artistic at every touchpoint.”

Some marketing and rebranding experts have heavily criticized Jaguar’s new identity.

One told Business Insider that the renaming was “crazy,” and another said he wasn’t convinced the company was making the right statement.

Others were more positive: one advertising expert told BI that the rebranding rollout had been relatively successful, and another said it was a “significant disruption” that could ultimately benefit the company.

It’s not just the shift in Jaguar’s brand identity that has marketers abuzz, but also the apparent shift in the audience base Jaguar now wants to appeal to.

As part of the brand’s positioning, it is expected that the newly announced Jags will be significantly higher quality than the outgoing models. Car and Driver previously reported that the brand, which is owned by India’s Tata Motors, took inspiration from its cousin, Range Rover, where it wants to go. The magazine cited a Range Rover that costs about $400,000; Most 2024 Jaguar models had list prices of around $50,000 to $80,000.

“We have created a fearlessly creative new character for Jaguar that stays true to the brand’s DNA but is forward-thinking, relevant and truly standout,” Glover said of the concept debut on Monday.