For those that haven't seen the reveal, Jaguar moved to the next stage of it's future strategy in Miami today:

Jaguar | Type 00 | Command Attention

I feel that Jaguar managed something very positive in the last few weeks, with more people talking about the company than in many recent months.

Whether that was by accident or design, or whether the comments were positive or negative isn't as important, in my view After all, the teaser campaign is designed to do just that - get interest and involvement. The campaign won't be remembered and ultimately won't have a significant ability on the company to sell vehicles. Sales success will stand or fall on the products themselves.

The 00 reveal somewhat surprised me, particularly with JM's implication that he didn't agree with concept cars that didn't become reality. So is there to be a 4th product of a 2-door GT? Or will it just morph into the expected 4-door GT? Who knows? But it seemed an interesting nod to the heritage of 2-door performance Jaguars and maybe a glimpse of a next-generation XJS / XK / F-type.

As regards the rest of the design principles, I'm not sure. I quite like the sharp lines and I like the long bonnet (but not sure what will be in there?). I had also read that recent industry concerns on the future of pure electric had meant that Jaguar were already working on ways to "hybridise" that platform, so maybe there'll be a potential for an IC engine under there?

The parallel slots seem a little excessive, but designs such as the Kia Ionic are already pushing in that direction. And we know the Jaguar interior will be classy...because they always are!

The key thing for me is that it is progress with something tangible now visible, and that's really important if the brand is not to fail through inertia in moving to the next stage. And yet again, we are talking about Jaguar, and that's always a good thing. After all, a huge number of people disliked the launch of the XJS in Sept 1975, and now those same people are all bemoaning that we won't see it's like again!

I'm under no illusion that I'll ever own one of the electric Jaguars, so I don't fall into the target audience. But I quite like the fact that I own vehicles from the company that makes 1000bhp cars!

Paul

 

This is the thing that’s been frustrating me about the dialog about this rebrand the past couple of weeks. It’s mostly coming from people who don’t know, or care about, Jaguar.
Jaguar, when left to their own devices, is a highly innovative company that pushes the envelope wherever possible. The XK120, E-Type, XJ-6, XJ-S and XJ40 were all highly innovative cars that were a departure from what had been made before. Then Ford got ahold of them, didn’t understand what they were dealing with, and they’ve been lost ever since. It’s nice to see a return to form.

The EV architecture is fully fitting as well. Why did Jaguar make a V12? Because they’re smooth. What’s even smoother than a V12? An electric motor.

 

Hey, they specifically mentioned only the e-type and xjs! Maybe there will be an XJS successor!!!

 

Your statement about Jaguars left to its own devices is absolutely true if we are talking about WILLIAM LYONS.
As much respect as I have for John Egan’s heroic saving of Jaguar from BMHL, he lacked Lyon’s vision and panache..
Clearly FORD failed as well the F TYPE has all the styling gimmicks of the era. While taking a nod at the XKE. It didn’t command the lust That Lyons was able to achieve.
Yes it was a better developed car than Lyons cars were ( thank you FORD)
But the whole reason Jaguar existed under Lyons was to create demand at a good value.