You may have seen the buzz around Jaguar's major rebrand, as the iconic UK car manufacturer unveils a completely new image. Let's just say the feedback hasn't been entirely positive. However, this month, Jaguar showcased their concept car at Miami Art Week, offering an intriguing glimpse into what’s to come. While it’s still uncertain if the rebrand will be a success, it certainly raises the question: could they be ahead of the game?
Jaguar has undergone a major rebrand, which was revealed in November. The company has certainly been making some noise with this rebranding, wiping all previous posts from its social media and completely overhauling its visual identity. This includes a new logo, a bold colour scheme and a fresh monogram. It marks a significant shift for the brand as it prepares to transition entirely to electric vehicles by 2026. The decision not to release any new cars until 2026 has certainly raised eyebrows—whether you agree with it or not, it's definitely getting people talking.
The first images of the concept car, known as the Type 00, have now been released, offering a glimpse into the future of Jaguar's luxury electric lineup. The car’s design features a modern new logo font and a sleek, futuristic look. The Type 00 is shown in a striking “Miami Pink,” and while it’s still uncertain whether the two-door coupe will go into production, a test vehicle has already been spotted on the roads in the UK, hinting at future plans.
Jaguar has also revealed that the first production model of this new generation will be a four-door GT electric car, with the first glimpse of it expected in late 2025. Offering an impressive range of up to 430 miles (WLTP), it’s set to be a strong contender in the rapidly growing electric vehicle market. Additionally, the car will be capable of adding up to 200 miles of range in just 15 minutes of charging. Its design closely resembles the concept car, drawing comparisons to the sleek electric vehicles that have emerged from other manufacturers in recent months.
For those who aren’t ready to switch to electric just yet, the Jaguar I-PACE will still be available until early 2025, providing an option for those interested in the brand’s current electric offerings.
While reactions to Jaguar’s shift have been mixed, there’s no doubt that their rebranding has sparked a lot of conversation about what the future holds for the iconic luxury carmaker.
If you're wondering why Jaguar has undergone a rebrand, a closer look at their sales figures might offer some insight. Despite being an iconic British car manufacturer with some impressive models, Jaguar hasn't been selling enough vehicles. It's not that their cars are bad, but the current approach clearly isn't working, which is why they're shifting direction to boost sales.
The growth of electric vehicles (EVs) has been significant since 2020, with sales increasing more than fivefold, especially in the UK. For many car manufacturers, transitioning to fully electric cars is no longer a choice but a necessity. However, some brands, like Mercedes, have struggled to meet their original EV targets and have pushed back their timelines for going fully electric. Jaguar's rebranding and focus on EVs could be their way of adapting to this shift and staying competitive in a rapidly changing market.
The electric vehicle (EV) market is facing significant challenges, with growing concerns over the lack of incentives for consumers. Unlike before, electric vehicles are now subject to road tax and from 2025, vehicles priced over £40,000—including electric vehicles—will be subject to an expensive car supplement, adding to the financial burden. It’s no surprise, then, that many consumers remain hesitant to fully embrace EVs, while businesses are more motivated by their own net-zero targets. The consumer market just isn't adopting electric vehicles as quickly as expected. Some experts believe that despite the growth of EVs, the industry could face billions in losses in 2024—and even more in 2025—if sales don’t meet expectations.
UK EV Sales Targets:
- 2024: 22% of new cars and 10% of new vans must be zero-emission.
- 2025: 28% of new cars and 16% of new vans must be zero-emission.
Manufacturers who fail to meet these targets will face fines of £15,000 for each non-EV sold. These targets are already having an impact. For example, the owner of Vauxhall, Stellantis, has announced plans to close its Luton plant, putting 1,100 jobs at risk, partly due to these EV targets. Ford has also revealed plans to cut 800 jobs in the UK over the next three years, citing both the EV targets and increasing competition in the market.
With limited incentives for consumers to go electric, many remain comfortable with their petrol and diesel cars. People are generally reluctant to change, especially when the benefits aren’t clear.
Given all these challenges, it's interesting to see how Jaguar is navigating the EV shift. The company is clearly taking a bold approach, but many large manufacturers are struggling to meet their own EV targets. It remains to be seen whether Jaguar’s strategy will be successful in the long run.
Jaguar's rebranding and electric vehicle push could be a sign that the brand is positioning itself ahead of the curve. However, the new electric vehicles could come with price tags of around £120k, which is far from affordable, especially compared to their current offerings, which are already priced at around £70k. Over six years, Jaguar has sold 66,750 I-Pace EVs globally. To put that in perspective, Tesla's Model Y alone sold 337,648 units globally in 2024. This stark contrast highlights that the I-Pace just hasn’t been a popular choice in the EV market.
Jaguar's bold move may be a step toward future-proofing its brand, but the question remains: will their approach work, or will they struggle to keep up with the industry's rapid transition to electric vehicles?