Jaguar’s new pink electric car has been hailed as both an “ugly duckling” and a “triumph” as it divides critics

Opinions are divided over Jaguar’s new luxury electric car as the company unveiled a first look at the model after coming under heavy criticism for rebranding its image.

Widespread controversy erupted last month when the British automaker unveiled a series of dramatic changes ahead of its move to become an all-electric brand.

These included a new bespoke logo written as JaGUar, a new jumping cat design and marketing slogans such as “delete the ordinary”, “alive alive” and “copy nothing”.

Images of the new electric car, called Type 00, were shared at an event in Miami in the US on Monday, with the model described by the brand as a “concept with bold shapes and exuberant proportions to inspire future Jaguars” and unveiled in two colors: Miami Pink and London Blue.

This time the reaction was extremely divided: some proclaimed the new car a “triumph,” while others criticized it as “not the right path” for Jaguar.

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He described the vehicle as a “design triumph” Daily Telegraph Motoring correspondent Andrew English even went so far as to say: “The Type 00 concept car, four years in the making, looked simply stunning.”

Others chimed in on social media, describing the model as “beautiful” and “amazing”, with another saying: “I love it.”

However, Beatrix Keim, director of the Center of Automotive Research, told the BBC: “This is not the right way.” As reasons, she cited, for example, an already saturated market with large cars and described Jaguar’s new model as “too big, too unreal”. “ – and that “Electric cars can’t just be for the rich”.

She added: “Of course Jaguar is a luxury brand. But I don’t think that’s the direction Jaguar needs at this point because it’s also losing volume. And this is not a volume car.”

Many on social media went even further, with one user describing the new car as “horribly bad” and another as an “ugly duckling.”

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The Jaguar logo is laser etched into a brass bar on each side of the car, which opens to reveal rear-facing cameras that provide the driver with a view similar to conventional exterior mirrors via screens mounted in the cabin.

Access to the cabin is through two “butterfly doors” that reveal a large, spacious interior with three hand-finished brass lines running the entire length of the interior.

The “floating” front seats are made from a wool blend, which is also used for the flooring and other areas.

Jaguar says the new car features a dedicated electric platform that is said to provide a range of up to 478 miles, while fast charging provides 200 miles of charging capacity in 15 minutes.

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The production-ready version of the Type 00, which will be manufactured in Great Britain, is scheduled to be unveiled at the end of 2025.

Although prices have not yet been confirmed, it is expected to cost more than £100,000.

In what he described as a “reinterpretation” in Miami, Chief Creative Officer Professor Gerry McGovern said the new brand was “influenced by a desire to recapture the essence of Jaguar’s original creative belief”.

“Some may love it now, some may love it later and some may never love it. That’s what fearless creativity is all about,” he said, citing David Bowie, Vivienne Westwood and architect Richard Rogers as some of his creative heroes

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“They were British trailblazers who challenged convention and had no desire to copy the norm.

“Controversy has always existed when British creativity was at its peak.”

The company said that both its cars and its “culture” will be “brought to life” in a series of “exclusive brand stores,” the first of which will be located in the 8th arrondissement in Paris.

Jaguar will launch three new electric cars in 2026 after the company withdrew new cars from sale more than a year ago to focus on its rebranding.