Jaguar unveiled its new electric vehicle concept, the Type 00, at Art Basel Miami, but the design has sparked controversy over its connection to the brand’s past.
The car features a dramatic art deco-inspired design with a long hood, sweeping roofline, and fastback profile, which some critics likened to a “Barbie Pink” or pink Batmobile due to its low-slung profile.
Jaguar chief creative officer Gerry McGovern defended the design as a spiritual successor to the iconic Jaguar E-Type. However, analysts argue that the car’s style is more in line with Rolls-Royce than Jaguar, and may alienate the brand’s loyal fanbase.
The company aims to reboot its image by focusing on high-end electric vehicles priced above $100K. The new design language has been criticized for being too avant-garde and out of touch, sparking a backlash that even Tesla CEO Elon Musk weighed in on.
As Jaguar continues to rebrand itself, it remains to be seen how well the Type 00 will resonate with consumers.
Source: https://finance.yahoo.com/news/not-so-pretty-in-pink-jaguars-polarizing-type-00-concept-has-lost-all-connection-to-brands-past-193002910.html