Jaguar’s New Electric Concept Car Sparks Debate over Size and Pricing

Jaguar’s electric concept car divides opinions, criticized for size, pricing, and market direction

Luxury automaker Jaguar has divided opinions with the introduction of its new electric concept car. However, the carmaker has said that the reaction is exactly what it wanted as it looks to strengthen its brand to help stall sales. Jaguar has always been the weakest link in the Jaguar Land Rover (JLR) Company, which also manufactures Range Rovers and Land Rover Defenders. Sales fell from 180,000 to only 67,000 last year, the lowest since 2018. Last month, JLR ceased selling new Jaguars in the UK in preparation for the brand's 2026 launch as an electric-only one.

A new logo and a "social media tease" with vibrantly colored models but no real cars were released as well by the business. As part of the strategy, JLR kept all three of its British operations open while announcing its shift to electric vehicles in 2021. It claimed that last month's decision to discontinue new Jaguar vehicle sales in the UK was a conscious attempt to "create some breathing space" before revealing its updated design.

The Type 00 vehicle, which was shown at an art fair in Miami, is a concept car and will not be produced for public sale. Rather, the car, with its large wheels and long bonnet, serves as a guide for the brand's upcoming models. With a higher price point and a focus on the luxury market, Jaguar has rebranded.

Beatrix Keim, director at the Center for Automotive Research, criticized Jaguar's concept car, describing it as "too big, too unreal." She argued that this approach was not ideal, given the presence of large cars in the market and the need for electric vehicles to be accessible beyond just the wealthy. While acknowledging Jaguar's status as a luxury brand, she felt this direction was not right for the company, as it was losing out on volume and the car in question wasn't a volume model.