British carmaker Jaguar has revealed its new vehicle design direction on Monday December 2 with the introduction of an all-electric concept car called “Type 00.”
The vehicle has a wonderful design that attracts you at first sight. The new car is boxy with sleek headlights and large wheels, a noticeable visual change compared to the brand’s current sports cars and SUVs.
At the same time, the automaker is expected to produce several new electric vehicles over the next few years, including a four-door GT car expected to go on sale next year.
Automakers regularly use concept cars to gauge customer interest in a design or indicate the future direction of a vehicle or brand. The vehicles are not intended to be sold to consumers.
Dubbed “Type 00,” features a minimalist design, but somehow it catches the eye. It’s boxy with sleek headlights and chunky wheels, a distinct visual departure from the brand’s current sports cars and SUVs.
Jaguar is expecting a range of up to 430 miles on a single charge with the new production electric vehicle, with up to 200 miles of range in 15 minutes on a fast charge.
The new concept vehicle comes weeks after Jaguar released an artistically stunning video aimed at launching the company’s “Copy Nothing” rebrand.
The video featured androgynous models of various ethnicities and sizes posing in vibrant outfits against a brightly colored landscape.
The 30-second clip was accompanied by new logos and fonts for the struggling automaker, part of Tata Motors’ Jaguar Land Rover Group.
The rebranding and video went viral online, sparking a lot of media criticism. Criticism ranged from the company’s choice of fonts and its decision to remove the Jaguar animal logo, which has been on the car since the 1950s, to labeling the company as “woke” and abandoning its heritage.
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Critics also noted that the ad did not feature a car in the video. The company defended its efforts despite the backlash, saying that “the rebranding for Jaguar is a bold and imaginative reinvention and, as expected, has attracted attention and debate.”
The ad campaign came after Jaguar stopped all new car sales in the UK at the beginning of November as it prepares to relaunch as an all-electric company by 2026, part of a wider industry shift that poses a number of challenges for carmakers.
In recent years, several automakers have announced plans to sell electric vehicles, but many have slowed down due to slower-than-expected adoption of these vehicles.
Credit: CNBC News
