British luxury automaker Jaguar has introduced a new electric concept vehicle that has drawn criticism for its “Barbie pink” hue, reflecting backlash against the company’s dramatic rebranding efforts.
The Jaguar Type 00, made known in Miami on Monday, is characterized by “bold forms and exuberant proportions designed to inspire future Jaguars,” according to the company.
This announcement follows the recent launch of major branding changes by Jaguar, owned by Tata Motors of India, which included a campaign titled “Copy Nothing” that was labeled as excessively “woke” by critics.
Bold New Design Faces Criticism
These changes showcased a striking palette and a modern logo comprised of geometric shapes. The new concept vehicle was painted in vibrant “Miami Pink” and “London Blue,” featuring a lengthy hood, a sweeping roofline, and large 23-inch alloy wheels.
The branding campaign included an advertisement featuring a diverse group of individuals of various ages wearing bright clothing in shades like yellow, orange, red, and pink, but it knowingly omitted any depiction of Jaguar cars. In response to the campaign, Tesla CEO Elon Musk humorously questioned on his social media platform X, “You sell cars?”
The rebranding initiative of this iconic automobile manufacturer has also sparked disapproval from commentators in the media. Some have referred to the vehicle’s color as “Barbie pink” or “Pink Panther” and criticized the ad for its perceived “woke” representation.
Politician Nigel Farage, leader of the far-right Reform UK party, expressed his disdain on X, stating, “I predict Jaguar will now go bust. And you know what? They deserve to.”
Targeting a New Audience
Jaguar’s managing director, Rawdon Glover, emphasized the company’s intention to be “bold and disruptive.” He remarked to Sky News, “More people have been talking about Jaguar for the last two weeks than — goodness, for so much longer.”
Glover noted the necessity for the brand to connect with a new audience while maintaining its existing loyal customer base, especially as luxury automakers worldwide pivot away from traditional combustion engines that contribute to pollution.
The production-ready version of this vehicle is expected to be revealed by late 2025, with a projected price exceeding £100,000 ($127,000). Danni Hewson, head of financial analysis at AJ Bell, stated, “Jaguar wants to shake up the market and expand their buyer pool.”
She further commented, “Jaguar has made people look, and if they can persuade enough of them to buy into the hype… then its strategy will be studied and potentially copied in the years to come.”
