New concept car after rebranding

The hype surrounding Jaguar's rebrand has reached a temporary peak with the launch of the Type 00 concept car. Yes, everything is new. But at the same time: yes, this is a yeah.

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Alas, what are everyone sneering and complaining about? The new Jaguar teaser video is for “Wake Up” and has nothing to do with Jaguar.

Whatever everyone thinks about the teaser video, the fact is that Jaguar had to accomplish the feat of sparking interest in its rebrand and repositioning… while Jaguar wasn't making any cars at all (!). They have achieved this goal – more successfully than almost any previous advertising campaign. Yes, it's about “brand awareness”, brand power and “identity” – all that mushy stuff from the advertising industry that self-proclaimed “real” car fans hate. But, as I already pointed out in the comment linked above: I'm sorry to bother you, dear car fan, but in this case you are irrelevant. You don't have to approach people who love the Jaguar brand but don't buy the car. (Just as “real” car fans love the Porsche brand because of the 911, the so-called sports car maker's best-selling products are the Macan and Cayenne SUVs.)

Now comes the concept car: Jaguar Type 00.

Image: Jaguar

At first glance you'll notice: Yes – everything is new. And: yes – it’s a Jaguar.

_{This car also exists in real life and not just in renderings – Harry Metcalfe's video is linked below.}
Image: youtube

“A Jaaaaaaaag,” as old Top Gear hosts Clarkson, Hammond and May used to say.

Image: 9gag

Which means: a little bold. Even a little vicious. But so desirable.

This name indicates the intention to perform a complete reboot. Type C, Type D, Type E, Type F…Type 00.

Image: Jaguar

However, there were some similarities with the E-Type unveiled at the 1961 Geneva Motor Show: such as the silhouette with its extra-long front bonnet. Or light cream, which was a typical color for early E-types. Jaguar calls this color “London Blue”. The second car on display was painted “Miami Pink” – something that will no doubt continue to fuel the anti-woke debate. The color choice is not unreasonable, as soft pink is a color associated with Miami, where the car was launched.

Image: youtube

The design details are very exaggerated, starting with the huge 23-inch wheels. And of course there are butterfly doors (because of an unwritten law that all concept cars since the 1970s must have butterfly doors). The tailgate is called a “pantograph” and is hinged at the side (another detail of the E-Type). There's a lot of brass used inside, including a 3.2m long central pillar, which of course might get in the way if you want to hug each other lovingly.

Image: Jaguar

Very little is known about the technical data – the part could potentially deliver typically impressive EV performance. Thanks to an in-depth cooperation with Elysia's “battery intelligence” developers, the target range is 750 kilometers. But in the end that (still) doesn't matter because this is, of course, a concept car. About the design statement. An announcement about the future direction of design languages.

Image: Jaguar

No, the production model is unlikely to have the butterfly doors of the model pictured, and the interior will also use less brass. (What the hell is that James Bond device next to it?)

But the route is set. Three different production versions will reportedly be launched, starting with a four-door sedan due in 2026.

Image: Jaguar

Everyone who screams, chants murder, and laments “Wake up or go broke” (yes, I mean you, dear Watson commenters) is doing so from a self-centered, highly subjective audience position In doing so, however, it reflects the current market position that parent company Jaguar Land Rover Ltd. completely ignores: In 2019, Jaguar Land Rover sold 660,000 cars per year but made no profit. By 2023, sales dropped to 300,000 units but maintained a positive balance. According to Forbes.com, the current average profit per vehicle for Range Rover and Land Rover models is $25,000. Not so with Jaguar models. In addition, by 2023, Range Rover, Range Rover Sport and Defender models will account for approximately 80% of Jaguar Land Rover's total sales. Jaguar remains a net consumer of resources and loses money on every vehicle. The “reimagine” strategy, announced in 2021 and fleshed out in early 2023, envisions ending all internal combustion engine sales and starting over as a fully electric carmaker for Jaguar. And: Repositioning in the upper luxury class.

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That's it, the new Jaguar

What: YouTube

Jaguar's advertising strategy was bold, even risky, and it rankled conservatives. But ultimately that's just a hypothesis, as long as there are no cars there. Now we have one. One that the whole world is talking about right now. So the advertising strategy is effective.