Jaguar is undergoing a rebranding initiative to restore its image as a luxury automotive brand and distance itself from mass-market competition.
The company's CEO, Rawdon Glover, has expressed a vision to attract a new audience while safeguarding the brand's future.
Jaguar Land Rover (JLR) has stopped selling new Jaguar vehicles in the UK in preparation for a relaunch as an electric-only brand by 2026.
The unveiling of the Type 00 concept car has sparked debate within the automotive community, with some experts expressing disappointment over its design and pricing.
Concerns have been raised about Jaguar's pricing strategy potentially alienating customers and the Type 00's size and price point not aligning with current market demands.
As Jaguar shifts towards an electric-only future, it aims to redefine its brand identity and create a refreshed image that resonates with both existing and new customers.
The company wants to capture the essence of its heritage while appealing to modern luxury consumers.
Jaguar's rebranding efforts reflect a strategic pivot towards luxury and electrification, with the Type 00 concept car playing a significant role in this transformation.
The success of the Type 00 and subsequent models will be closely watched as Jaguar seeks to establish itself as a leader in the luxury automotive sector.