“Too big a departure?”: The experts’ verdict on the introduction of Jaguar’s electric car | Jaguar Land Rover

Jaguar has finally unveiled its much-hyped new Type 00 electric car at a launch at Miami Art Week.

A teaser video for the marketing campaign released on social media two weeks ago sparked controversy and divided opinions online. Here, industry experts express their opinion on the car, its market launch and marketing.

Jeff Dodds

Now former marketing director at Honda Managing Director of Formula E, in which Jaguar competes

I recently owned a Jaguar iPace. A really good car, but it didn’t make me smile. And that’s what I expect from a car, Jaguar knows that too.

If Jaguar’s intention was to turn heads at launch, then they certainly succeeded. The unveiling was eagerly awaited, and I know that some of the guests were desperately hoping for the unveiling of a hideous monstrosity. And of course it wasn’t hideous; but is seriously different. It is much bigger, bolder and more disruptive than I imagined. It will attract everyone’s attention. Not everyone will like it, but I thank God for it. Inspector Morse wouldn’t go anywhere near it, but if his grandson just founded a cybersecurity startup, then he could.

The event is also very different, it is industrial and edgy. British grime MC and rapper Skepta wouldn’t be a traditional Jaguar brand ambassador, but here he is performing a DJ set surrounded by influencers and cultural thought leaders in downtown Miami. It’s a huge departure from what’s existed before. Too big a farewell? Perhaps. Jaguar was quickly becoming a brand that was talked about in the past tense, so I applaud them. If I drove a Type 00 it would probably make me smile.

Ginny Buckley

Founder of the UK electric vehicle buying website Electrifying.com

In Jaguar’s 90-year history, nothing has caused as much global attention as its controversial rebranding. But the new logo and flamboyant advertising may be forgotten now that the dramatic Type 00 is out of stealth.

I first saw the car at a briefing at Jaguar Land Rover’s Midland design studio, and in more than 25 years as a motoring journalist, no vehicle has made my jaw drop quite like this all-electric GT, worth over £100,000.

Yes, it’s pink. Very pink. Introduced in Miami Pink and London Blue, the colors reflect the city where the car was introduced to the world and Jaguar’s British heritage.

Color is inevitably the main focus for many critics. Jaguar’s design team told me it’s a “production-ready” color that could cause a stir among traditional Jaguar fans if it’s included in the final color palette.

Color aside, the Type 00’s design is dramatic with its extended hood, massive monolithic grille and front-hinged butterfly doors, while Jaguar has also done away with the rear window.

I think the Type 00 looks fresh and bold. My 15 year old says it looks “great” – which I think is a compliment.

Gerry McGovern, Jaguar’s chief creative officer, said: “It will make people uncomfortable and it will polarize.” Which, of course, it will. But if the goal was to get people talking, they succeeded.

The challenge is whether Jaguar can evolve its brand quickly enough to attract the new generation of young, wealthy buyers it hopes will buy this car.

Manfredi Ricca

Global Chief Strategy Officer at brand consultancy Interbrand, who has worked with Bugatti and on the relaunch of Mini and BMW

Flashback to two weeks ago. Nobody cares much about Jaguar.

Out of the blue, a 30-second video is released. Millions immediately turn their heads. Within 24 hours, Jaguar is part of the global conversation for not showing any product.

As a result, anticipation for the new lineup is rising to World Cup final levels in terms of scope and intensity – including a leak on the eve of its release.

It’s hard to ask for more from a campaign – especially one that aims to revitalize a brand. Because what so many commentators have missed is that Jaguar Land Rover has not sought to develop a thriving brand, but to reinvent a struggling brand.

The reality today is that the number of people who celebrate Jaguar’s heritage far exceeds the number of people who actually want Jaguar’s cars.

Museums can live solely on the past; Commercial companies can’t do that – they have to convert their entire legacy into something that a sufficient number of customers are willing to pay enough for.

Jaguar, once the wildly innovative maker of some of the world’s most original cars, is back and wants to be loved by some and ignored by most.

The concept unveiled in Miami will entice them – but the real challenge will be turning them into fans in 2025 and customers in 2026, when the cars actually hit the market.

Richard Exon

Co-founder of the advertising agency Joint, who has previously worked with Audi and Range Rover

Jaguar should be applauded for the level of ambition in the rebrand. A complete break with the past is the best solution. The company wants to sell its brand new range of vehicles to a completely different audience. Aiming to be a more modern, inclusive and sophisticated brand can therefore be a successful strategy.

But intent alone isn’t enough when the plan is as poorly executed as the derivative and disappointing video content Jaguar released before launch.

Fortunately, however, the concept car’s images have a bold new aesthetic that requires a welcome level of reevaluation.

So the next big question is how much of the concept’s radical design translates into the finished and commercially available end product.

Very few car brands with Jaguar problems get a second chance. So let’s hope the company holds its nerve, recovers from the video misstep, and dares to be as different as it promises.