‘Jaguar have gone from resting on their laurels to tossing them into a bonfire – a bold move, let’s see if it works.’
Has Jaguar lost its way, or is it boldly carving a new one?
With a controversial Miami relaunch, a viral teaser ad, and plans for an all-electric future, Jaguar’s gamble has everyone talking.
But with a legacy like the E-Type’s, can they truly leave the past behind without alienating their loyal base?
Intrigued? Here’s the whole story…
On 18 November 2024, Jaguar teased its future with a 30-second ad featuring brightly dressed models and no cars.
It ignited social media, with reactions ranging from Elon Musk’s sarcasm to James May’s praise for the buzz it generated.
At a Miami Art Fair, Jaguar revealed the Type 00 concept, painted in ‘Miami Pink’ and ‘London Blue. It was bold, polarising, and very un-Jaguar.
Jaguar’s creative chief, Gerry McGovern, declared, ‘We have no desire to be loved by everybody,’ positioning the brand as bold and disruptive.
Critics argue that Jaguar has relied on nostalgia for decades, from the E-Type to the F-Type.
The new all-electric strategy, with models starting at £100,000, aims to change that.
Sales have plummeted from 180,000 in 2018-19 to 66,866 in 2023-24.
Jaguar’s move upmarket means alienating 85% of its customer base.
For 2026 and beyond, Jaguar’s new models promise 575hp and 430+ miles of range.
But without a road-ready car yet, the success of its transformation remains uncertain.
Genius or folly? Time will tell if Jaguar’s bold bet will rekindle its glory days or leave it in the dust.
‘The plan to go all-electric is genius – until Jaguar realises their loyal fans are still trying to figure out how to sync their Bluetooth.’