Luxury carmaker Jaguar has revealed its new concept car, just days after releasing a teaser video that sparked controversy online.
The unveiling of the Type 0.0 car received mixed reactions from social media users, with some applauding its design, while others mocked the launch.
Last month, many critics pointed out that the promotional video announcing the launch of the new car model did not feature an actual car – but the company was also praised by some for its boldness and hustle.
The automaker, which is embarking on the biggest change in its history, has released a new logo and a “social media teaser”, ahead of its relaunch as an exclusively electric brand.
At the Type 00 event in Miami on Monday, the UK-based company's chief creative officer, Gerry McGovern, said he welcomed the attention garnered by Jaguar's new direction.
“It has already stirred up emotions and it will continue,” he said.
“Jaguar has no desire to be liked by everyone.”
Responses to Jaguar's social media posts about the car ranged from “Go back to the drawing board” and “I hope this doesn't actually come out” to “Exciting” and “Absolutely breathtaking.”
Auto industry analyst Karl Brauer was skeptical of the rebranding.
The company appears to be “sacrificing Jaguar's past for 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 and reserve judgment” on the 102-year-old company's name change.
Earlier in November, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of a relaunch as an electric-only brand in 2026.
The company said it was a deliberate move to “create some breathing space” before launching the new brand this month.
The company has announced the transition to electric vehicles in 2021, keeping its three UK factories open as part of this strategy.
Jaguar is the weak link in the JLR group, owned by Tata Motors for almost a decade.
The Range Rover and Defender are responsible for the company's highest profits since 2015, announced earlier this year.
