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| Jaguar's new electric concept car divides opinion | Jaguar's new electric concept car divides opinion |
| (32 minutes later) | |
| The Type 00 is part of Jaguar's relaunch as an electric-only brand | The Type 00 is part of Jaguar's relaunch as an electric-only brand |
| Luxury car maker Jaguar has unveiled its new electric concept car and, like a recent controversial teaser video, it has divided opinion. | Luxury car maker Jaguar has unveiled its new electric concept car and, like a recent controversial teaser video, it has divided opinion. |
| Some on social media said the new Type 00 car is "exciting" and "absolutely stunning" while another told Jaguar's designers to "go back to the drawing board". | Some on social media said the new Type 00 car is "exciting" and "absolutely stunning" while another told Jaguar's designers to "go back to the drawing board". |
| The carmaker, which is embarking on the biggest change in its history, announced a new logo and released a so-called "social media tease" last month, ahead of its relaunch as an electric-only brand. | The carmaker, which is embarking on the biggest change in its history, announced a new logo and released a so-called "social media tease" last month, ahead of its relaunch as an electric-only brand. |
| Many critics pointed out that the promotional video did not feature an actual car but the firm was also praised by some for its bold new approach. | Many critics pointed out that the promotional video did not feature an actual car but the firm was also praised by some for its bold new approach. |
| 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. | 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 have been plummeting in recent years, and some have argued that as its traditional, heritage image does not seem to be working, the rebranding is a gamble with a limited downside. | Sales of its cars have been plummeting in recent years, and some have argued that as its traditional, heritage image does not seem to be working, the rebranding is a gamble with a limited downside. |
| The Type 00 model unveiled at a Miami art fair is a concept car and so will not go into production for sale to the public. | |
| However, it gives a pointer to the direction of the brand's new models, which are expected to cost in excess of £100,000 when they go on sale. | |
| Jaguar's chief creative officer, Gerry McGovern, said he welcomed the attention Jaguar's new direction had been getting. | |
| "It has already stirred emotions and it will continue to," he said. "Jaguar has no desire to be loved by everybody." | "It has already stirred emotions and it will continue to," he said. "Jaguar has no desire to be loved by everybody." |
| Car industry analyst Karl Brauer was sceptical. The company seems to be "sacrificing Jaguar's past to the hopes of a better future," he told the BBC. "I don’t think it’s going to work". | Car industry analyst Karl Brauer was sceptical. The company seems to be "sacrificing Jaguar's past to the 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 judgement" over the rebrand of the business, which has a history dating back more than a century. | Last month, the company urged people to "trust and reserve judgement" over the rebrand of the business, which has a history dating back more than a century. |
| 'Too big' | 'Too big' |
| Beatrix Keim, director at the Center of Automotive Research, told the BBC that Jaguar's concept car was "too big, too unreal". | Beatrix Keim, director at the Center of Automotive Research, told the BBC that Jaguar's concept car was "too big, too unreal". |
| "This is not the way to go," she said, given that there are already big cars in the market and "electric cars cannot only be for the rich". | "This is not the way to go," she said, given that there are already big cars in the market and "electric cars cannot only be for the rich". |
| "Of course, Jaguar is a luxury brand," she added. "But I don't think that this is the direction which Jaguar at current point of time needs, because it's losing out on volume as well. And this is not a volume car.” | "Of course, Jaguar is a luxury brand," she added. "But I don't think that this is the direction which Jaguar at current point of time needs, because it's losing out on volume as well. And this is not a volume car.” |
| But Andy Palmer, a former boss of Aston Martin and Nissan's ex-chief operating officer, said Jaguar needed to change as it "has been failing as a brand for a long time now". | But Andy Palmer, a former boss of Aston Martin and Nissan's ex-chief operating officer, said Jaguar needed to change as it "has been failing as a brand for a long time now". |
| He called the new design "a brave change of direction" although he agreed it was "huge". | He called the new design "a brave change of direction" although he agreed it was "huge". |
| "The rhetoric around electric cars has to be one of how you move the cars to being more affordable," he said. "Jaguar is an outlier." | "The rhetoric around electric cars has to be one of how you move the cars to being more affordable," he said. "Jaguar is an outlier." |
| However, he added: "Best of luck. I really hope it succeeds." | However, he added: "Best of luck. I really hope it succeeds." |
| Jaguar has welcomed the attention its new direction has been getting | Jaguar has welcomed the attention its new direction has been getting |
| JLR said the decision to stop selling new Jaguar cars in the UK last month was a deliberate move to "create some breathing space" before unveiling its new look. | JLR said the decision to stop selling new Jaguar cars in the UK last month was a deliberate move to "create some breathing space" before unveiling its new look. |
| It announced the transition to electric vehicles in 2021, keeping all of its three British plants open as part of the strategy. | It announced the transition to electric vehicles in 2021, keeping all of its three British plants open as part of the strategy. |
| Jaguar has been the weakest link within the JLR group, which has been owned by Tata Motors for almost a decade. | Jaguar has been the weakest link within the JLR group, which has been owned by Tata Motors for almost a decade. |
| Jaguar sold 180,000 cars in 2018, but last year sales were down to 67,000. | Jaguar sold 180,000 cars in 2018, but last year sales were down to 67,000. |
| The Range Rover and Land Rover Defender were behind JLR's highest profits since 2015, which were announced earlier this year. | The Range Rover and Land Rover Defender were behind JLR's highest profits since 2015, which were announced earlier this year. |