LONDON: British luxury automaker Jaguar has stirred up a storm with the debut of its new electric concept car, the Jaguar Type 00 – a sleek vehicle unveiled in Miami that’s grabbing headlines not just for its design but its color: a striking shade of pink that critics are calling “Barbie pink.”
The launch follows Jaguar’s dramatic rebranding under the tagline “Copy Nothing,” a bold marketing move by parent company Tata Motors aimed at redefining the brand’s identity. But the shift hasn’t landed well with everyone – many have slammed the campaign for being overly “woke,” particularly for its use of vibrant colors and diverse representation, all without showing any actual vehicles.
Painted in “Miami Pink” and “London Blue,” the Type 00 boasts exaggerated styling with a long hood, flowing roofline, and massive 23-inch alloy wheels. Jaguar says the design showcases the direction of its future electric lineup – daring, futuristic, and eye-catching.
The rebrand ad campaign featured people from different backgrounds dressed in bright hues like red, yellow, and pink, but notably absent were any cars. This led to sarcastic responses, including one from Elon Musk on X (formerly Twitter), who commented: “You sell cars?”
Media critics quickly nicknamed the car “Barbie model” and “Pink Panther,” ridiculing the rebrand’s aesthetic. Political figures also chimed in, including Reform UK leader Nigel Farage, who bluntly posted: “I predict Jaguar will now go bust. And you know what? They deserve to.”
Despite the backlash, Jaguar’s managing director, Rawdon Glover, defended the brand’s new direction. Speaking to Sky News, he said the intention was to be “bold and disruptive,” adding that the buzz – even if controversial – has reignited public attention toward Jaguar.
“More people have been talking about Jaguar in the last two weeks than in years,” Glover noted, explaining the importance of attracting a new, younger audience while staying relevant in an industry rapidly transitioning away from combustion engines.
The production model of the Type 00 is expected to be unveiled by the end of 2025, with a projected price tag of over £100,000.
According to financial analyst Danni Hewson of AJ Bell, “Jaguar has successfully captured attention. If they can turn that curiosity into actual sales, their rebranding gamble could end up being a game-changer – one that others in the auto industry may eventually follow.”
