Jaguar unveils new automotive after years ‘trapped in faux heritage’ however backlash retains coming

Luxury car manufacturer Jaguar have been at the centre of huge uproar following the brand’s biggest rebrand yet – and now they’re facing more.

The brand announced the launch of their latest electric model, which coincides with their rebrand. The Type 00 was unveiled at an exclusive event in Miami, Florida, and was described as a “concept with bold forms and exuberant proportions to inspire future Jaguars”. The futuristic model is thought to be priced at a whopping £100,000 and comes in two colours, Miami Pink and London Blue.

With huge amounts of attention on the brand, Jesse Swash, Co-founder of Design by Structure, told the Daily Star he thinks it’s a chance for the brand to return to its former glory. However, the design has received mixed reviews so far.

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Jesse used to work for the brand while it was under Ford’s ownership. He said: “The brand always felt it was trapped in a ‘fake heritage’ loop, epitomised by an over reverence and overuse of the ‘iconic leaper’ symbol. This fixation on a nostalgic image stifled all innovation and prevented the brand from embracing any fresh ideas.”

In terms of identity, the brand came under fire after launching a paired down look. Jaguar, which is synonymous with its iconic pouncing big cat, ditched the animal for a new logo.

Their latest advert didn’t even mention the cat – or show any cars for that matter. Instead, the colourful clip shared on X by Jaguar, paraded catwalk models exiting a lift on a rocky pink planet.

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Jesse says this could just be the first phase of a new brand, which would celebrate their move into electric vehicles. He explained: “This brave decision to re-think the identity feels like just the beginning of a thought- out strategy. If success was getting everyone talking. It’s working already.”

After the new advert dropped, one confused X user weighed in: “Umm where are the cars in this ad? Is this for fashion?” Jaguar has yet again shocked customers online with the reveal of the Type 00.

“This is the most colourful funeral I’ve ever watched,” one disgruntled viewer wrote, while another added: “Don’t worry, Jaguar. No one is going to copy you.”

A third user compared the new car to a photo off an older model, and added: “Jaguar created the most beautiful car in history, then created the ugliest to make the beautiful one look even better next to it.”

However some users loved the new look. One posted: “Looks fab. As a car. Innovative. Different. Interesting. Just very poor advertising and ridiculously contrived and captured brand positioning letting it all down.” While another wrote: “Looks great to be honest.”

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