British luxury carmaker Jaguar has unveiled its latest electric concept car, the Type 00, in Miami. However, critics have been quick to criticize the vehicle, branding it as “Barbie pink” in response to the company’s radical rebranding efforts.
The Type 00 is described by Jaguar as featuring bold forms and exuberant proportions that aim to inspire future designs for the brand. The unveiling of the car comes after Jaguar recently underwent significant changes to its branding, including the introduction of bright colors and a modern logo.
The rebranding has sparked backlash, with critics calling the new advertisement too “woke” and questioning the brand’s decision to move away from its iconic image. Tesla owner Elon Musk even took to social media to mock the brand’s new direction, asking, “You sell cars?”
Despite the criticism, Jaguar remains committed to its bold and disruptive approach, with plans to release the production-ready version of the Type 00 by late 2025. The vehicle is expected to retail for more than GBP 100,000, targeting a new audience while maintaining its loyal fan base.
Overall, Jaguar’s rebranding efforts have generated significant attention and discussion, with experts noting that the brand’s strategy may pave the way for other carmakers to follow suit in the future. The company’s managing director, Rawdon Glover, emphasized the need to adapt to the evolving market trends and appeal to a wider audience in the era of electric vehicles.
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