Not so pretty in pink? Jaguar's polarizing Type 00 concept has lost 'all connection' to brand's past.

Published On Dec 3, 2024, 2:30 PM

Jaguar has unveiled its new electric vehicle concept, the Type 00, which has stirred significant controversy due to its distinctive design and color, described as "Miami Pink". The company's branding strategy aims to target high-net-worth, younger consumers, moving exclusively to electric vehicles with prices above $100K. Despite aiming for a fresh identity, many critics argue that the design strays far from Jaguar's classic aesthetic and heritage. This strategic shift comes as Jaguar faces dwindling sales and an attempt to revitalize its brand strength in the luxury market by distancing itself from its traditional look. A production model of the Type 00 is expected in late 2025, raising questions about the brand's future direction and market viability.