Jaguar explains why it decided to launch its controversial rebrand for the Type 00

Late last year, Jaguar caused quite a storm amongst car enthusiasts when it unveiled its bold rebrand and the Type 00 concept.

Now the carmaker has shared why it decided to rebrand.

A little over a year ago, the marque began teasing its rebrand with an updated logo and a vow to ‘delete ordinary, go bold, and copy nothing’. 

A few weeks on, it unveiled its long-awaited Type 00 concept car, and it’s fair to say it made one helluva statement. 

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Jaguar has explained why the bold rebrand was necessary

The concept vehicle was a total change of direction for Jaguar, with the car looking quite unlike anything we’d seen before. 

The Type 00 concept was showcased in eye-catching ‘Miami Pink’ or ‘London Blue’ and looked like it had been designed in 3024, rather than 2024. 

Even real-life images of the Type 00 look as though it’s a fake car made using AI. 

The car’s bold design firmly divided car enthusiasts, some loved its futuristic look, others were less keen, but either way it certainly got people talking.

There were even rumors that design chief Gerry McGovern had parted ways with the company following the backlash.

But in a recent interview with Top Gear, Jaguar’s managing director Rawdon Glover said that the response to the rebrand and the concept car had been ‘fascinating’. 

He went on to admit that it wasn’t for everyone and that some folks questioned where Jaguar had gone. 

However, Glover also shared why Jaguar felt the rebrand was necessary. 

He explained that the carmaker was operating in a ‘volume premium space’ and that ‘didn’t work’. 

“Jaguar didn’t work commercially,” he said. 

“So we were at a crossroads, because just continuing as we were and saying ‘well, let’s just do what we’re doing and sell more’, doesn’t work.”

Now, the company is aiming towards building fewer cars but with higher price points – and the rebrand was all part of this new era.

It will also be reducing its offerings, with customers told to expect ‘a condensed range’ in the future.

The carmaker is getting ready to launch its first car since the rebrand

The marque is currently gearing up to launch the first production vehicle since the rebrand, and prototype images suggest it’ll take design cues from the Type 00. 

The Type 00 concept had some features that wouldn’t work on a production vehicle, such as no rear window or wing mirrors, but it looks as though the upcoming EV will keep the concept’s futuristic shape and generous proportions. 

Unlike the concept, which featured two doors, the new model will be a four-door GT.

It’ll also launch with that higher price point Glover mentioned. 

He told Top Gear that the launch edition of the new car will start at £140,000 (around $188,600). 

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