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Luxury car maker Jaguar has unveiled its latest electric concept car called “Type 00”, which has received mixed responses on social media. Some people have called it “absolutely stunning” and “exciting”, while others described it as “rubbish.” Last month, the carmaker revealed a new logo along with a promotional video that did not feature an actual car. Still, the firm’s bold new approach has earned some praise.
Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK last month to relaunch the brand intending to be a fully electric car manufacturer in 2026. Over recent years, sales of Jaguar cars have been plummeting, and its traditional heritage image does not seem to be working. Recently, Jaguar urged people to “trust and reserve judgement” over the rebrand of the business, which has a history dating back more than a century.
Although the Type 00 Model revealed at an art fair in Miami is a concept car and hence, is not meant for sale to the public, it provides a preview of the direction the brand’s new models would take. Jaguar’s chief creative officer, Gerry McGovern, expressed that he welcomed the attention garnered by the company’s new direction and that “Jaguar has no desire to be loved by everybody.”
Despite this, car industry analyst Karl Brauer seemed sceptical. He said that the firm seemed to be “sacrificing Jaguar’s past to the hopes of a better future,” adding that he did not think it was going to work. A former boss of Aston Martin and Nissan’s former chief operating officer, Andy Palmer, agreed that the new design was a brave change of direction, but he also acknowledged that the car was huge.
Jaguar has always been a luxury brand, but according to Beatrix Keim, director at the Center of Automotive Research, the concept car is “too big, too unreal.” This is not the direction which Jaguar currently needs, she adds, given that there are already big cars in the market and that electric cars cannot strictly be restricted to the affluent. Jaguar sold 180,000 cars in 2018, but last year sales dwindled down to 67,000. The Range Rover and Land Rover Defender, two models that Jaguar Land Rover produces, were behind JLR’s highest profits since 2015
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