Jaguar has dropped its latest concept car, the Type 00, and it’s got everyone talking—for better or worse. The electric vehicle (EV) made its debut at a Miami art fair, drawing mixed reactions online. Some fans praised it as “absolutely stunning,” while others dismissed it as “rubbish,” calling for Jaguar to “go back to the drawing board.”
The controversy appears to be part of Jaguar’s plan to shake things up. Rawdon Glover, Jaguar’s CEO, told Peter Hoskins from the BBC, “Jaguar needs to be bold and disruptive to cut through and get our message across.” His mission? To reestablish Jaguar as a luxury brand with exclusive appeal, rather than competing for mass-market sales.
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Jaguar’s struggles have been no secret. The company’s annual sales have plummeted from 180,000 in 2018 to just 67,000 last year. In October, Jaguar even stopped selling new cars in the UK, opting to clear the decks for its 2026 relaunch as an electric-only brand.
The unveiling of the Type 00 is part of this dramatic rebrand. Sporting an ultra-long hood, oversised wheels, and a price tag north of £120,000, the car is clearly aimed at the high-end luxury market. Glover describes it as a “vehicle you want, not need,” with a design that evokes Jaguar’s golden era while pushing into the EV future.
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However, not everyone is sold. Former Top Gear presenter James May was underwhelmed, saying, “I wanted something more futuristic… Jaguar has said they will copy nothing, but there’s quite a bit of other concept cars in that new Jag.” He also criticised the £120,000 price tag, suggesting the brand needs more accessible options.
Jaguar’s recent marketing moves, including a teaser campaign without any cars and a redesign of the iconic growling cat logo, have also sparked debate. Elon Musk even chimed in, sarcastically asking, “Do you sell cars?”
Image Courtesy of IG @Jaguar
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Automotive experts are also questioning Jaguar’s strategy. Beatrix Keim, director at the Center of Automotive Research, called the concept “too big, too unreal,” arguing that electric vehicles can’t just cater to the ultra-rich. Similarly, Amanda Stretton, racing driver and motoring journalist, suggested that Jaguar might be pricing itself out of relevance, saying, “The market for cars over £100,000 is not enormous.”
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Despite the criticism, Glover insists the buzz is a win for Jaguar, helping the brand attract a new audience. “The most important thing for us is to safeguard the next 90 years of Jaguar’s future,” he said.
Whether the Type 00 represents a bold leap forward or a step in the wrong direction, one thing is clear: Jaguar isn’t playing it safe. But will its audacious gamble pay off? Time will tell.
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