Jaguar Boss Defends Rebrand after Backlash Following the Unveiling of New Electric Car

Edited by Evans Momodu
5 minutes read.

Jaguar has unveiled its Type 00, a luxury electric car concept, at an event in Miami, marking a bold new chapter for the iconic British brand as it transitions to becoming fully electric.

The car is part of Jaguar's broader rebrand, aimed at making the brand "bold and disruptive" while appealing to a contemporary audience.

Key Highlights of the Type 00:

1. Design and Colours:

   • The Type 00 features "bold forms and exuberant proportions."
   • It was showcased in two striking colours: Miami Pink and London Blue.

2. Performance:

   • Promises up to 478 miles of range on a single charge.
   • Rapid charging capability allows an additional 200 miles of range in just 15 minutes.

3. Production Timeline:

   • The production-ready model is expected to be revealed in late 2025.
   • It will be manufactured in the UK, with a price tag anticipated to exceed £100,000.

Jaguar’s Rebrand and Industry Disruption:

• Jaguar’s managing director, Rawdon Glover, emphasized the need to future-proof the brand for the next 90 years, acknowledging the significant technological and cultural changes reshaping the automotive industry.
• The rebrand, including a controversial ad campaign, has sparked widespread discussion:
  • The ad, which did not feature any Jaguar vehicles, aimed to redefine the brand’s identity but faced criticism from some traditionalists and public figures.
  • Despite the backlash, Glover defended the campaign, highlighting that it brought unprecedented attention to the brand and opened a conversation about its future direction.

Balancing Legacy with Innovation:

• Glover stated that Jaguar aims to retain its loyal fanbase while appealing to a new, modern audience.
• He acknowledged that bold changes would elicit mixed reactions but emphasized the importance of focusing on the brand’s design vision and its commitment to sustainability and innovation.

The unveiling of the Type 00 reflects broader trends in the luxury car market, where traditional manufacturers are navigating the shift to electric vehicles (EVs) and rethinking their brand identities to stay relevant in a rapidly evolving landscape.

Jaguar’s ambition to be "bold and disruptive" places it in direct competition with other high-end EV makers like Tesla, while maintaining its legacy as a pioneer in design and performance.

Whether this bold step pays off in the marketplace will likely depend on how well Jaguar can deliver on its promise to merge cutting-edge technology with its iconic brand ethos.
Source: Sky news
Image: The Guardian