- Jaguar’s recent rebranding campaign was met with widespread confusion and mockery.
- Leaked images of Jaguar’s new electric vehicle surfaced online ahead of the official launch.
- The automaker has finally revealed its new vehicle, the Type 00.
Jaguar, the once-loved British luxury carmaker, has found itself at the centre of a social media storm following the poorly-received launch of its rebrand. Intended as a bold change of image that would complement its transition to electric vehicles, the campaign was instead met with widespread confusion and mockery. Now, after images of the new cars leaked earlier today, the automaker has finally revealed its much-anticipated new vehicle.
Jaguar’s New Car: The Type 00
After a nightmare rebrand and design leaks, the automaker has finally revealed its much-anticipated new vehicle, the Jaguar Type 00, described as “An original work of art. Bold. Unexpected. Fearless. Jaguar has a radical new design language. A manifestation of everything we believe in. An exuberant statement of things to come.”
The ‘Type’ prefix refers to the brand’s provenance and models like the pioneering E-type; the first zero references zero tailpipe emissions while the second represents its status as ‘car zero’ in the brand’s new lineage. The long bonnet, sweeping roofline, 23-inch alloy wheels, fastback profile and boat-tail to create a dramatic silhouette. Professor Gerry McGovern OBE, Chief Creative Officer, JLR, said this:
“Type 00 is a pure expression of Jaguar’s new creative philosophy. It has an unmistakable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination.”
Gerry McGovern
The car is available in “Satin Rhodon Rose. Dubbed ‘Miami Pink’ in honour of the city’s iconic architecture. Inspired by the distinctive rose colour of brass as it ages. Inception Silver Blue. Dubbed ‘London Blue’ in honour of British creativity. Inspired by the Opalescent Silver Blue of the 1960s Jaguar E-type.”
With a unique electric platform and a 443-mile range, the car will produce a massive 1000 BHP, according to an announcement made by the brand’s Chief Creative Officer Gerry McGovern, on livestream to over 10,000 viewers.
A pair of butterfly doors and ‘pantograph’ tailgate open to reveal a modernist interior featuring three hand-finished brass lines which run the length of the interior, with a central 3.2m-long brass spine that splits a pair of floating instrument panels.
Jaguar’s Rebrand Gone Wrong
The 30-second advertisement that dropped across social media platforms notably featured no cars whatsoever. Instead, showcasing models of various ages, genders, and races, it was accompanied by enigmatic phrases such as “live vivid,” “delete ordinary,” and “copy nothing,” all set to a techno soundtrack.
All of this left many questioning Jaguar’s strategy. Elon Musk commented “Do you sell cars?” on X (formerly Twitter), where the ad enjoyed over 90 million views. On Jaguar’s YouTube channel, one user quipped that “the only thing brave about this ad is to leave the comments section on.”
Marketing professionals have been similarly critical of the campaign for its timing and messaging. Lulu Cheng Meservey, head honcho at communications firm Rostra, said that while the ad might have resonated in 2021, releasing it in late 2024 only adds to the already-circulating perceptions of Jaguar’s decline:
“If they’re going to abandon the male audience, they should replace it with a more lucrative audience, and it’s unclear who they’re going for here. Vegans?”
Lulu Cheng Meservey
Many have argued that the campaign’s emphasis on inclusivity and social justice feel at odds with the contemporary cultural climate, marked by a like-it-or-not rightward shift exemplified by the re-election of US President Donald Trump and waning support for movements like Black Lives Matter and #MeToo. Many companies are in the process of reevaluating their diversity, equity, and inclusion (DEI) programmes, with some — including Lowe’s, John Deere, Harley-Davidson, and Ford — scaling back or even outright reversing these policies.
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Jaguar has remained cryptic, repeatedly telling detractors that “All will be revealed.” Owned by Tata Motors, the company recently halted the sale of new Jaguar models in the UK ahead of its planned transition to electric-only vehicles in 2026. Managing Director Rawdon Glover explained:
“We need to change people’s perceptions of what Jaguar stands for… Having a fire break in between old and new is, actually, very helpful.”
Rawdon Glover
Leaked Images of Juguar’s Electric Concept Car
Leaked images of the company’s new concept car surfaced online just hours before its official unveiling at Miami Art Week. Revealing a sleek, long-bonnet electric vehicle in ‘Miami pink’ and ‘London blue’ hues, eye-catching features include the absence of a rear windscreen, replaced by rear-view cameras hidden under gold accents behind the front wheels. Meanwhile, the front windscreen melds into the side windows, tapering towards the rear to create a wraparound effect.
The interior appeared to be equally minimalist, lacking a speedometer and traditional in-car touchscreen entertainment systems, both of which have become a standard in modern vehicles. A spokesperson for Jaguar added a few further details after being made aware of the leak:
“For the design vision, we have chosen Miami pink and London blue. Miami pink celebrates the vibrancy of the city while London blue, a modern take on the opalescent silver blue of the E-Type, is a nod to Jaguar’s British heritage.”
Jaguar Spokesperson
