Jaguar is doubling down on their fresh start, unveiling its electric Type 00 concept car as part of a sweeping rebrand toward becoming an electric-only brand by 2026.
Presented at a Miami art fair, the Type 00 isnāt destined for production but showcases the luxury automakerās design direction. The reveal, however, has sparked yet more polarizing response.
Why the change of direction?
Jaguarās sales have been in freefall, dropping from 180,000 cars sold in 2018 to just 67,000 last year. While Range Rover and Land Rover have driven profits for JLR, Jaguar has struggled as the weakest link in Tata Motorsā portfolio. The company recently stopped selling new Jaguar cars in the UK, opting to create ābreathing spaceā ahead of its relaunch.
A Divisive Design
Opinions on the Type 00 highlight the challenges ahead. Critics, including former Top Gear presenter James May, say the design feels derivative despite promises to ācopy nothing.ā Others, like racing driver Amanda Stretton, argue the concept is too large and expensive, alienating a broader market. Priced at over Ā£100,000, the car faces stiff competition in a tight luxury market.
Is It the Right Direction?
While some see the pivot as a necessary gamble for a failing brand, others worry Jaguar is abandoning its heritage, and drive-base for uncertain gains.
Some industry analysts applaud the bold new approach but question remain around its affordability and pricepoint.
Jaguarās success hinges on whether this electric pivot can redefine its identityāor if the Type 00 will remain just a spark in a stalled engine.
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