the controversial pink car is more in step with the brand’s history than detractors think
- Written by Matthew Watkins, Associate Professor in Sustainable Product Design Engineering, Loughborough University
At first glance, Jaguar’s new electric Type 00 concept car[1] is surprising, shocking or perhaps even jarring to some. This is largely due to its bright pink colour (it also comes in blue).
On first seeing it, my thoughts immediately went to to Lady Penelope’s Ford Thunderbird car[2] from the Thunderbirds movie (2004), which can be seen at the British Motor Museum in Gaydon in the English county of Warwickshire – coincidentally, where Jaguar’s research and development department is located. Perhaps there was some unconscious inspiration from a lunch break visit.
There has been much talk in recent weeks of the Jaguar rebrand[3] and the marketing and PR teams’ efforts were clearly effective. My social network feeds, for one, have been dominated by discussion of it for well over a week. The purists clearly weren’t happy[4]. But, there is a definitive need to reform and change, due to diminishing sales over the past 12 months[5], industry wide dips in sales of new cars[6] and increased competition from China in the production of electric vehicles[7].
The rebrand is a timely opportunity to recenter the carmaker’s product range and the Type 00 GT is clearly a step in the traditional direction and focus of Jaguar as opposed to Jaguar SUV’s introduced in 2016 which are more the preserve of their sister brand, Land Rover. Ensuring that Jaguar remains its own distinctive brand and doesn’t succumb to a victim of “badge engineering” (the marketing of the same model under different brands and models) that was the downfall of many British car brands in the 1970’s is important.
So the Type 00 GT is on-brand if you look at the manufacturer’s history. But as my nine-year-old son, who has encyclopaedic top trump knowledge of car stats, asked: “it looks really cool, but how fast it is?” An answer we don’t know. Real technical details seem to be missing from these announcements and marketing – beyond the fact it will be electric and some estimates on battery size and range.
What will set it apart? What innovations will the higher £120K price tag afford? What level of autonomy or comfort will be offered? What will it be like to drive? These are surely far better indications of the essence of Jaguar and its historic racing pedigree than just styling and aesthetics. But in the great furore, speculation and sea of opinions, what has gone largely unnoticed is that this is a “concept car”, not a production ready model. It doesn’t even have the same number of doors that the final 2026 production version will have[16].
Concept cars have been routinely used by automotive manufacturers since the late 1930’s and while these can serve as indicators of future models or directions, they are also used to promote futuristic visions or measure market approval before tooling commitments. Even as pre-production concepts, as we are told the Type 00 is, there are typically distinct differences in the eventual production models.
I suspect that the overall silhouette and stance will remain, but some key styling details may differ. Perhaps the front and rear grills will have more definition or be smaller to ensure crash worthiness. The legal requirements of lights, indicators, number plates and so on, will all have subtle impacts, as will the manufacturing restrictions.
Regardless of what you think of the new Jaguar Type 00 or Jaguar’s controversial rebrand, it has been a major marketing success. Perhaps the rebrand has affirmed the adage “there’s no such thing as bad publicity” with the internet circling with speculation, admiration or disdain for the rebrand. This carefully curated relaunch has brought the Jaguar brand and name into the public consciousness, especially that of the younger target demographic.
I do hope the rebrand will be a financial success, partly because I want the iconic and historic Jaguar brand to survive, even thrive, especially considering the fate of many of its British motoring contemporaries. More importantly though, it needs to for the many livelihoods of those who work at their facilities in Gaydon, Halewood, Solihull and Castle Bromwich and the suppliers who depend on it.
References
- ^ Type 00 concept car (media.jaguar.com)
- ^ Thunderbird car (upload.wikimedia.org)
- ^ Jaguar rebrand (www.theguardian.com)
- ^ weren’t happy (www.theguardian.com)
- ^ diminishing sales over the past 12 months (cleantechnica.com)
- ^ new cars (www.racfoundation.org)
- ^ China in the production of electric vehicles (www.theguardian.com)
- ^ Sign up here (theconversation.com)
- ^ launch (media.jaguar.com)
- ^ Cybertruck (theconversation.com)
- ^ Musée du Louvre in Paris (www.landrover.co.uk)
- ^ Criticism (www.topgear.com)
- ^ Jaguar E-type (1961) (media.jaguar.com)
- ^ “beautiful car in the world” (www.forbes.com)
- ^ XJ6 in 1968 (www.jaguarheritage.com)
- ^ final 2026 production version will have (www.autocar.co.uk)
- ^ Wikimedia (commons.wikimedia.org)
