Jaguar’s new electric car, which marks its new design and technological path, has caused a lot of reactions
Luxury car maker Jaguar has unveiled its new electric car, marking a new direction in design and technology, which, like the company’s recent promotional video, has divided consumers.
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As the BBC reports, some on social media called the new Type 00 car “exciting”, while others were less enthused, making less-than-flattering comments about the car’s design.
The carmaker, which is embarking on the biggest change in its history, announced a new logo and launched a new social media campaign last month as it rebrands as an electric-only brand.
Many critics pointed out that the promotional video did not include an actual car, but the company was also praised by some for its bold new approach.
Last month Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of its relaunch as an electric-only brand in 2026.
Its car sales have plummeted in recent years, and some have argued that since its traditional image doesn’t seem to be working, rebranding is a gamble.
During the unveiling event at an art fair in Miami on Monday, the UK-based company’s chief creative officer, Gerry McGovern, said he welcomed the attention Jaguar’s new direction had received.
“It has already caused emotions and will continue,” he said. “Jaguar has no desire to be loved by everyone.”
Auto industry analyst Karl Brauer was cautious. The company appears to be “sacrificing Jaguar’s past for the hopes of a better future,” he told the BBC. “I don’t think it’s going to work.”
Last month, the company urged people to “trust” the rebrand of the business, which has a history dating back more than a century.
“too big”
Beatrix Keim, director at the Center for Automotive Research, told the BBC that Jaguar’s concept car was “too big, too unrealistic”. “It’s not the way,” he said, given that there are already big cars on the market and “electric cars can’t just be for the rich.”
“Of course, Jaguar is a luxury brand,” he added. “But I don’t think that’s the direction Jaguar needs at this point in time,” she noted. But Andy Palmer, former Aston Martin boss and ex-Nissan chief executive, said Jaguar needed to change as it “has been failing as a brand for a long time”. He called the new plan “a brave change of direction” although he agreed it was “huge”.
Jaguar Land Rover (JLR) said the decision to stop selling new Jaguar cars in the UK last month was a deliberate move to “create breathing space” before unveiling its new-look cars.
It has announced a transition to electric vehicles in 2021, keeping all three of its UK plants open as part of the strategy.
Jaguar is the weakest link in the JLR group, which has been owned by Tata Motors for almost a decade. Jaguar sold 180,000 cars in 2018, but last year sales fell to 67,000. The Range Rover and Land Rover Defender were behind JLR’s highest profits since 2015, announced earlier this year.
Source: Skai
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