Jaguar’s Electric Future is sparking debate. The luxury car maker unveiled its new electric concept car, the Type 00, and opinions are divided. Consequently, some call it “exciting” and “absolutely stunning,” while others think it’s a misstep.
Meanwhile, Jaguar is relaunching as an electric-only brand in 2026. To prepare, the company stopped selling new Jaguar cars in the UK last month. This move aimed to “create some breathing space” before the unveiling. Notably, the transition to electric vehicles was announced in 2021.
The Type 00 concept car was unveiled at a Miami art fair. Gerry McGovern, Jaguar’s chief creative officer, welcomed the attention the new direction has been getting. “It has already stirred emotions and will continue to,” he said. Furthermore, McGovern emphasized that Jaguar has no desire to be loved by everybody.
Car industry analysts are skeptical. Karl Brauer thinks the company is “sacrificing Jaguar’s past to the hopes of a better future.” Similarly, Beatrix Keim calls the concept car “too big, too unreal.” In contrast, Andy Palmer, a former boss of Aston Martin, says Jaguar needed to change, but the new design is “huge.”
Jaguar’s sales have been plummeting in recent years. Specifically, the company sold 180,000 cars in 2018, but last year sales were down to 67,000. As a result, the relaunch is a gamble, but Jaguar is committed to its electric future.
The company’s decision to go electric-only is a significant shift. Jaguar is investing heavily in its electric future, with plans to launch a range of new electric models. The company hopes to regain its footing in the luxury car market.
Jaguar’s Electric Future is lifting the game. The company is taking a risk, but it’s one they think is necessary for survival. With its new electric concept car, Jaguar is looking to the future.
