Jaguar’s New EV Concept ‘Type 00’ Unveiled: Is It a Hit or a Miss?
Jaguar has recently unveiled its latest electric vehicle (EV) concept, the Type 00, but the response from the internet has been far from enthusiastic. With a bold rebranding effort and a minimalist design, the luxury carmaker aims to transition into an all-electric future by phasing out internal combustion engine (ICE) vehicles by 2025. However, the reception has sparked a heated debate among fans and critics alike.
Jaguar’s New EV Concept: A Bold New Direction
On December 2, Jaguar introduced the Type 00 concept, showcasing vehicles in striking Miami Pink and London Blue colors. The design features a minimalist aesthetic, complete with oval-shaped steering wheels and a wide front grille. Notably, the concept appears to lack a rear window, suggesting that it may rely on cameras for rear visibility—a nod to modern automotive technology.
Jaguar described the inspiration behind the colors, stating, “London Blue honors the iconic Opalescent Silver Blue of the 1960s E-type. Miami Pink pays tribute to the city’s pastel colors and Art Deco architecture.” However, the unveiling was marred by controversy, as leaked images circulated just hours before the official launch, leading to a wave of reactions on social media.
Social Media Backlash
The unveiling of the Type 00 has not gone unnoticed, with many social media users expressing their disappointment. Critics argue that the colorful rebranding dilutes Jaguar‘s rich heritage and alienates its traditional customer base. One user lamented, “This is really embarrassing. It’s all over for Jaguar. Goes woke, alienates its existing customer base, removes any reference to its legacy, and expects buyers to go with a car that’s ugly and looks like a 90’s Chrysler.”
Another user added, “They’re going to write chapters in textbooks about how bad this rebrand is. Jaguar is ruined.” The sentiment reflects a broader concern that the brand is straying too far from its luxury roots in pursuit of a modern identity.
A Mixed Reception
Despite the backlash, not all feedback has been negative. Some users have embraced the new design, praising its futuristic appeal. One enthusiastic commenter stated, “Pretty sick. I love it! Love their rebrand and the campaign surrounding it. It’s been brilliant and thus far effective.” Another chimed in, “I know everyone’s been hating on them, but I actually like this a lot. Gives me that Cyberpunk 2077 energy.”
This mixed reception highlights the challenge Jaguar faces as it attempts to balance innovation with tradition. The brand’s recent marketing campaign, which featured a diverse cast of models in bold, techno-inspired outfits, has also drawn criticism for prioritizing identity politics over showcasing its iconic luxury vehicles.
