Jaguar: Copying Nothing - Being Bold

Jaguar: Copying Nothing – Being Bold – view an assessment

Luxury car maker Jaguar has unveiled its new electric concept car and, like a recent controversial teaser video, it has divided opinion.

It is undergoing the biggest overhaul in its history. A new beginning.

Some on social media said the new Type 00 car is “exciting” and “absolutely stunning” while others called it “rubbish” and told Jaguar’s designers to “go back to the drawing board”.

This from Gerry McGovern, Jaguar’s chief creative officer: “Getting attention in today’s world is not always easy. I assume all of you and those following from around the world may have read a thing or two about the new Jaguar brand. We’re delight to have your attention.”

Last month, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of its relaunch as an electric-only brand in 2026.

Sales of its cars plummeted in recent years. Some argue that as its traditional, heritage image does not seem to be working. The rebranding is a gamble with a limited downside.

Watch the Times video that takes a closer look at this historic vehicle.