Brand repositioning | Jaguar unveils electric and pink concept
(London) Two weeks after announcing a radical repositioning of its brand, the British luxury car manufacturer Jaguar presented a surprising pink electric concept vehicle, which is attracting criticism.
The Jaguar Type 00, unveiled Monday in Miami, is presented as a racing car “with bold shapes and exuberant proportions”, which “defies the conventions of electric vehicles, with a long hood, a slender roofline” and “a spectacular silhouette “.
The company intends to make the vehicle, also presented in sky blue, a symbol of the radical repositioning of the brand, announced two weeks ago.
This criticized change involves a modernized logo with geometric shapes, “the exuberant and daring use of color”, as well as a first advertising clip including models of all ages and all origins, dressed in yellow, orange, red and pink, without a single automobile.
Ironic comment from Elon Musk – owner of competitor Tesla – to the advertisement published by Jaguar on X: “You sell cars? »
“I predict that Jaguar will now go bankrupt. And you know what? They deserve it,” the leader of the far-right Reform UK party, Nigel Farage, declared on the same network.
The brand's new pink car has sparked some disbelief in the British press.
This “Barbie model” constitutes “a disaster for one of the most iconic brands in Great Britain”, commented an editorialist for the conservative newspaper The Daily Telegraph.
PHOTO TAKEN FROM JAGUAR SITE
The Type 00 concept
He also attacks the advertising campaign, “a woke celebration of diversity and inclusion”, which he considers “one of the worst marketing operations of all time”.
“We want to be bold and disruptive,” Jaguar chief executive Rawdon Glover responded on Tuesday when interviewed by Sky News. “More people have been talking about Jaguar in the last two weeks than, my God, in a long time. »
“We want to take as many of our current fans with us on this journey as possible,” he added. “We also need to attract a new audience. »
The historic English manufacturer, owned by Tata Motors, intends to compete with Bentley and Rolls-Royce from 2026, with a range of 100% electric vehicles priced at more than 200,000 euros ($295,000).
“Jaguar wants to shake up the market and its pool of buyers, by targeting wealthier motorists who could in the past have opted for Porsche or Bentley,” explains Danni Hewson, analyst at AJ Bell.
“Jaguar has attracted attention, and if it can persuade enough people to buy into the hype, when the first of its new models roll off the production line, its strategy will be studied and potentially copied for years to come,” explains Danni Hewson.
