British luxury carmaker Jaguar unveiled its futuristic Type 00 electric vehicle (EV) at Miami Art Week, sparking intense debate online.
The new concept car, featuring bold design elements and vibrant color options—most notably a striking “Miami Pink”—has been both praised and criticized for its departure from Jaguar’s traditional aesthetic.
The car’s unveiling marks a significant step in Jaguar’s rebranding effort, which seeks to position the company as a forward-thinking, luxury EV manufacturer. The design includes slatted grilles, a curved roofline, and butterfly doors, all of which signify a break from the past. However, the unconventional pink and blue color schemes drew comparisons to everything from the “Batmobile” to cosmetics giveaways, with detractors labeling the move as part of a “woke” agenda.
Prominent figures weighed in, including podcaster Jay Anderson, who referenced the oft-repeated phrase “Go woke, go broke,” and political commentator Laurence Fox, who mocked the brand’s pivot toward inclusivity. Others, like Townhall columnist Derek Hunter, criticized the car for resembling other contemporary vehicles despite Jaguar’s slogan, “Copy Nothing.”
Jaguar’s leadership defended the redesign. CEO Adrian Mardell emphasized that the car reflects Jaguar’s heritage while embracing modernity.
“We are recapturing the magic of Jaguar,” Mardell said.
Managing Director Rawdon Glover added that the new design embodies “fearless creativity” and is intended to provoke discussion.
The backlash echoes criticism faced by brands like Bud Light for similar rebranding efforts. Jaguar’s promotional video, released earlier, also drew mixed reactions for its focus on models in avant-garde attire rather than the vehicles themselves. Despite the controversy, some industry experts applauded the boldness of the design.
Former Honda marketing director Jeff Dodds noted the buzz surrounding the launch:
“Not everyone will like it, but that’s the point.”
He likened the car to something a young tech entrepreneur might drive, contrasting it with Jaguar’s more conservative legacy.
FOX Business and the Guardian contributed to this report.
