Jaguar’s new electric car concept, Type 00, has been met with skepticism from industry experts. The brand’s rebranding efforts have been praised for their ambition and willingness to challenge traditional norms, but also criticized for potentially harming the brand’s heritage. Jaguar hopes to attract a new breed of young wealthy buyers with its modern, inclusive, and challenging brand image.
Jaguar Land Rover unveiled its new electric car concept, Type 00, at a launch event in Miami. The event generated significant attention and conversation worldwide.
Industry Experts’ Reaction
Manfredi Ricca
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“Jaguar wasn’t trying to evolve a thriving brand but reinvent an ailing one.”
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“Museums can live on the past alone; commercial businesses can’t – they must turn whatever heritage they have into something that a sufficient number of customers can be willing to pay enough for.”
Richard Exon
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“Jaguar is to be applauded for the scale of ambition in its rebrand. A complete break from the past is its best bet.”
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“The intent by itself is insufficient if the plan is as poorly executed as the derivative and disappointing video content Jaguar released before the launch.”### Jeff Dodds
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“I’ve recently owned a Jaguar iPace. A really good car, but it didn’t make me smile. And that’s what I want from a car; Jaguar knows that too.”
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“Inspector Morse wouldn’t go near it, but if his grandson has just launched a cybersecurity startup then he might.”### Ginny Buckley
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“In more than 25 years as a motoring journalist no vehicle has made my jaw drop like this £100,000+ all-electric GT.”
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“The colour is inevitably what many critics will be fixating on. I was told by Jaguar’s design team that it’s a “production-ready” colour, which could cause a stir among traditional Jaguar fans if it makes the final palette.”
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“Beyond the colour, the Type 00’s design is dramatic with its elongated bonnet, massive monolithic grille and front-hinged butterfly doors, while Jaguar has also ditched the rear window.”
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“The challenge is whether Jaguar can evolve its brand quickly enough to attract the new breed of young wealthy buyers it hopes will buy this car.”#### Introduction#### Industry Experts Weigh In
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Manfredi Ricca: “You can hardly ask more of a campaign – especially one designed to revitalise a brand. Because what so many commentators have overlooked is that Jaguar Land Rover wasn’t trying to evolve a thriving brand but reinvent an ailing one.”
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Richard Exon, Co-founder of the ad agency Joint: “Jaguar is to be applauded for the scale of ambition in its rebrand. A complete break from the past is its best bet. It wants to sell its brand-new range of cars to a completely different audience, so aiming to be a more modern, inclusive and challenging brand has the potential to be a winning strategy.”
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Ginny Buckley, Founder of the British EV-buying website Electrifying.com: “The new Jaguar Type 00 concept car is ‘much bigger, bolder and more disruptive than I imagined’.”#### Marketing StrategyJaguar’s rebranding efforts have been met with both praise and criticism. While some experts applaud the brand’s willingness to take risks and challenge traditional norms, others express concerns about the potential impact on the brand’s heritage.
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Jeff Dodds, Former marketing director at Honda: “If Jaguar’s intention was to guarantee attention on the launch then they certainly achieved it.”
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Manfredi Ricca: “The concept revealed in Miami will seduce them – but the real challenge will lie in turning them into fans in 2025 and customers in 2026, when the cars will actually hit the market.”#### Conclusion### Key Takeaways
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Jaguar’s Type 00 concept car is “much bigger, bolder and more disruptive than I imagined” (Ginny Buckley).
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The brand’s rebranding efforts have been met with both praise and criticism.
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Jaguar’s willingness to take risks and challenge traditional norms has the potential to be a winning strategy.
