Jaguar has revealed the first look at its new electric luxury car after being widely criticized for its image overhaul.
The British carmaker sparked widespread controversy last month when it unveiled a series of major changes ahead of becoming a fully electric brand.
This included a new bespoke label, branded as JaGUar, a new “jumping” cat design and marketing slogans such as “break the norm”, “live clearly” and “copy nothing”.
The images of the new electric car, called Type 00, were shared at an event in Miami in the US on Monday, with a model described as “an idea with bold forms and an interesting amount of inspiration for future Jaguars”, according to the brand.
It was presented in two colors, Miami Pink and London Blue.
The Jaguar logo is laser-etched into a brass ingot on the side of the car, which itself opens to reveal rear-facing cameras that offer a view to the driver similar to standard wing mirrors through the screens in the cabin.
Entry into the cabin comes through two “butterfly” doors that reveal a large, spacious interior with three hand-finished brass strips running the length of the interior.
The “floating” front seats are finished in a wool blend that is also used on the floor and other surfaces.
Jaguar said the new car uses a dedicated electric platform that should return up to 478 kilometers of range while fast charging will add 200 miles to a charge in 15 minutes.
The design-ready version of the Type 00, which will be manufactured in the UK, is set to be unveiled in late 2025.
Although prices have not been confirmed, it is expected to cost more than £100,000.
A video posted by the company on X last month, featuring people in brightly colored clothes driving but without cars, led to the platform’s owner Elon Musk, a major shareholder in electric car maker Tesla, asking “Do you sell cars?”
Jaguar’s managing director, Rawdon Glover, said he was disappointed by the “bad hate and intolerance” in response to the ad.
The company said that its cars and “culture” will “be present” in several “private stores of the brand”, with the first of these located in the 8th arrondissement in Paris.
Jaguar will launch three new electric cars in 2026, taking new car sales more than last year to focus on its recovery.
Adrian Mardell, chief executive of Jaguar Land Rover, said: “The magic of Jaguar is close to my heart – a classic British brand unmatched in its heritage, innovation and emotional magnetism.
“It’s the Jaguar we’re taking back and we’re going to create the same sense of wonder that surrounds the image of the brand as the E-type.