Jaguar’s recent unveiling of the radical Type 00 concept car and accompanying rebrand sparked immediate controversy. While some dismissed it as a reckless gamble, data suggests the internet—and ultimately, potential buyers—are proving them wrong. The shift, though jarring to traditionalists, is driving massive engagement and positioning Jaguar for a future in the electric vehicle market.
Initial Backlash and Unexpected Resilience
When Jaguar revealed the Type 00 late last year, the backlash was swift. Online forums exploded with criticism, with some branding the rebrand as “woke nonsense” or a cynical play for attention. One commenter bluntly stated Jaguar now caters to “absurdly wealthy people with room-temperature IQs.” Despite this initial negativity—and even amid a major cyberattack and the abrupt departure of design chief Gerry McGovern—Jaguar doubled down.
The strategy appears to be working. A recent public display of the Type 00 in London drew immediate attention, with onlookers reportedly dismissing nearby Ferraris as comparatively insignificant. Within 24 hours, a 30-second social media clip showcasing the vehicle garnered over 600,000 views and nearly 5,000 comments.
The Power of Conversation
While not all feedback was positive, the sheer volume of discussion proves Jaguar successfully achieved its goal: to generate buzz. The brand director, Santino Pietrosanti, emphasized the company’s “copy nothing” ethos, drawing parallels to historically disruptive models like the original SS, XJS, and XJ220. The F-Pace SUV, which earned a five-star rating from Auto Express in 2016, serves as a recent example of Jaguar’s ability to redefine expectations.
A Necessary Reinvention
Jaguar’s aggressive rebrand isn’t just about aesthetics; it’s a matter of survival. Post-pandemic, sales plummeted, leaving the company in a precarious position. The electric transition demanded a drastic overhaul, and the Type 00 is the spearhead of that revolution.
Jaguar may no longer be recognizable to long-time fans, but it is rapidly becoming impossible to ignore.
The data is clear: the rebrand is working. Whether by design or sheer audacity, Jaguar has ignited a conversation and is capturing attention in a crowded market. The company isn’t just selling cars; it’s selling a future, and the internet is watching.
