Jaguar has unveiled a new electric concept car, and it has divided opinions. Some call it “exciting” and “absolutely stunning,” while others label it “rubbish” and urge designers to “go back to the drawing board.” The reveal follows a controversial teaser video last month, which also sparked mixed reactions.

Jaguar’s Bold Move into the Electric Future

Jaguar’s transition to an electric-only brand by 2026 marks the biggest change in its history. The company has already rebranded with a new logo and promoted its future direction through a social media video, which received both praise and criticism for not featuring an actual car.

Jaguar stopped selling new cars in the UK last month to make space for the upcoming electric models. Sales have dropped significantly, with the company selling just 67,000 cars last year compared to 180,000 in 2018. Many see this rebranding as a risky but necessary step, as Jaguar’s traditional image no longer drives significant sales.

The Type 00 concept car unveiled at a Miami art fair will not go into production but gives a glimpse into Jaguar’s future design direction. When Jaguar’s new electric cars launch, they are expected to cost over £100,000.

Jaguar’s Chief Creative Officer, Gerry McGovern, welcomed the strong reactions to the new direction. He noted that the company does not aim to please everyone. However, some experts are skeptical. Car industry analyst Karl Brauer believes Jaguar may be sacrificing its heritage for a more uncertain future.

Controversy Over Design and Size

The design of the Type 00 concept car has faced criticism for being too similar to existing models. Broadcaster James May expressed disappointment, saying he expected something more futuristic. He also pointed out that Jaguar had promised to avoid copying other cars but saw similarities with other concept vehicles.

Some critics believe the car is too large for the current market. Beatrix Keim, Director at the Center for Automotive Research, called the concept “too big” and argued that electric cars should be accessible to a wider range of people. Amanda Stretton, a motoring journalist, agreed that the car needs to be much smaller to be practical.

Despite these concerns, Andy Palmer, former CEO of Aston Martin, defended the change, calling it “a brave new direction.” He acknowledged that Jaguar’s size is a challenge but argued the company has been failing for some time and needs to evolve.

The high price point of Jaguar’s electric cars also raised concerns. Stretton warned that the market for cars priced above £100,000 is limited. James May also pointed out that Jaguar traditionally offered more affordable options compared to competitors like Aston Martin.

Jaguar’s rebranding efforts come as it struggles within the Jaguar Land Rover group. Despite successes from other brands like Range Rover and Land Rover, Jaguar’s future remains uncertain as it shifts focus to electric vehicles.