8 sources·Business

Jaguar Launches Controversial Type 00 Concept Car Amid Criticism

Jaguar debuts Type 00, an electric concept car embodying its new brand vision, igniting mixed online reactions to its design and marketing strategy.

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Updated: Dec 3rd, 2024, 6:04 PM ET

Summary

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Jaguar unveiled its all-electric Type 00 concept car at Miami Art Week, showcasing a bold design shift. The vehicle, featuring Miami Pink and London Blue, received mixed reactions online, with critics labeling it 'woke.' A recent rebranding campaign, which includes a provocative advertisement without cars, has intensified scrutiny of Jaguar's direction as it transitions to an electric-only brand by 2026. Despite backlash, management defends the changes as crucial for engaging modern consumers, with plans for a production model to debut by late 2025.

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