The future of electric vehicles is supposedly here, as Jaguar has unveiled its new Type 00. Jaguar has just had a massive rebrand, and while it was previously known as a gas-guzzling car manufacturer, it's moving in a bold new direction where it will be an electric-only company. With a new logo and an ad campaign that's been branded as 'woke' for featuring beautiful models but no actual cars, some have accused the luxury car brand of losing the plot while others have called it genius disruption.
With the unveiling of the Type 00, Jaguar once again finds itself grabbing headlines for all the wrong reasons. Then again, they say that no press is bad press.
The British carmaker has just revealed the Type 00, a hot pink coupé that's been compared to a cross between the Rolls-Royce Spectre and Tesla Cybertruck, which might not be the best.
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Still, if pink isn't your color, you can also get the Type 00 in 'London blue.'
Promoting the Type 00 (via Top Gear), Jaguar Land Rover Chief Creative Officer Gerry McGovern, said: "Type 00 is a pure expression of Jaguar’s new creative philosophy. This is the result of brave, unconstrained creative thinking, and unwavering determination. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen."
When Jaguar showed off the Type 00 on X, the comments were suitably savage. Alongside jokes about what the design team has been 'smoking', others called for them to be fired.
One angry comment reads: "Either you’re trolling all of us or you need to fire your marketing and design staff immediately."
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Another said: "So who are you trying to sell the company to? Cos you know people won’t buy this right? 🥲 right?"
A third grumbled: "You bring shame to Jaguar’s heritage. Fire the entire marketing, design and executive teams."
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Not everyone was against it, as one supporter wrote: "Looks fine. Half the people moaning here probably had no issue with the Cybertruck and probably wouldn't have had an issue with this design either if it were white/black and hadn't come with an ad campaign deemed ‘woke’. Let companies innovate, the market will decide the rest."
Another fan concluded: "I'm happy the brand is bold enough to try something new even if it doesn't eventually land, safety and stagnation is the death of industry. We need more concept cars shipped."
Despite only being a concept car, Jaguar insists the Type 00 is close to becoming a reality. Supposedly coming in at over $150,000, it's a fair wedge of money to spend on such a design statement.
We'll have to wait and see whether the 'go woke, go broke' brigade is right on this one, but at least Jaguar is still living up to its tagline of 'copy nothing.'