Jaguar shares images of new electric car after rebrand backlash

The British car maker sparked widespread controversy last month when it unveiled a series of dramatic changes ahead of becoming a fully electric brand.

Jaguar's has revealed its new luxury electric car after it was criticised for its controversial rebranding.

The British car maker sparked widespread controversy last month when it unveiled a series of dramatic changes ahead of becoming a fully electric brand. This included a logo written as JaGUar, alongside slogans like "delete ordinary", "live vivid" and "copy nothing".

At an event in Miami, the British car manufacturer showcased the Type 00, describing it as a "concept with bold forms and exuberant proportions to inspire future Jaguars". It has been revealed in two colours - Miami Pink and London Blue. The new Jaguar features a laser-etched brass ingot emblem on either side, opening up to rear-view cameras that replace the traditional wing mirrors, with the footage displayed on internal cabin screens.

Its design allows for cabin access via 'butterfly' doors that lead to an expansive interior adorned with three hand-crafted brass lines. The space is luxuriously decked out with "floating" front seats enveloped in a wool blend also featured on the floor. Boasting a dedicated electric platform, the Type 00 promises a range of up to 478 miles and boasts rapid charging capabilities - 200 miles of range in just 15 minutes.

The production-ready version of the Type 00, set to be manufactured in the UK, is expected to make its debut towards the end of 2025. While the price tag remains under wraps, it's anticipated to exceed £100,000. A video shared by the company last month showed individuals wearing vibrant attire performing coordinated dances but conspicuously absent were any vehicles, prompting Tesla's Elon Musk to quip: "Do you sell cars? "

Jaguar's managing director Rawdon Glover expressed his dismay at the "vile hatred and intolerance" that surfaced in reaction to the advert. At an event he dubbed the "reimagining" in Miami, chief creative officer Professor Gerry McGovern unveiled the new brand direction, inspired by a longing to recapture the spirit of Jaguar’s foundational creative ethos.

"Some may love it now, some may love it later and some may never love it. That’s what fearless creativity does," he proclaimed, acknowledging British icons like David Bowie, Vivienne Westwood, and architect Richard Rogers as his inspirations. "They were British trailblazers who challenged convention and had no desire to copy the norm. Controversy has always surrounded British creativity when it’s been at its best."

The firm announced plans for their vehicles and "culture" to spring to life in several "exclusive brand stores," with the inaugural one opening in Paris's prestigious 8th arrondissement.

Jaguar will launch three new electric cars in 2026, following a pause in new car sales to concentrate on reinventing its brand. Chief executive of Jaguar Land Rover, Adrian Mardell, said: "The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism.

"That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-type. Our journey is already under way, guided by our original ethos to copy nothing – and the results will be nothing short of spectacular."

This ambitious outing comes as the owner of Vauxhall prepares to close its Luton van factory next April to pave the way for an all-electric plant, putting over 1,100 jobs in jeopardy. Meanwhile, The Society of Motor Manufacturers and Traders has issued a cautionary note, stressing that the shift towards electric vehicles could unleash a 'devastating' wave throughout the car manufacturing sector.

Compounding issues such as weak demand for EVs, along with the pressure to meet soaring sales targets, could deal a £6bn blow to the industry this year, according to the trade association's forecast.