Last month, Jaguar faced numerous criticisms during its rebrand. While it showcased a new logotype and a short film of diverse models, it failed to hint at a car. Elon Musk even took notice and asked if they sell cars. Well, today the news has leaked, and Jaguar has officially revealed the first car of its new full-electric era at Art Miami. But will the world's interest in this niche British brand be sustained?

Jaguar's Bold Reboot in the Electric Age

Customer Demographics and Brand Reset

According to Jaguar's managing director, Rawdon Glover, the customers for the new EVs will be younger, more affluent, urban, and independent-minded. The brand needs to build a relationship with an entirely new client base. This shift indicates a complete brand reset for Jaguar.The new era aims to attract a different set of customers who are creative and wish to "carve their own path." This departure from the brand's aging, traditionalist client base shows Jaguar's determination to adapt to the changing market.

Design Vision and Production Models

The Type 00 is a "design vision concept" that encapsulates the look of the three production models to follow. It is more than 5 meters long, just under 2.5 meters wide, and 1.3 meters high. Despite the camouflage, it shares proportions with the concept car.All four models were designed simultaneously, and Jaguar assures that the production SUVs will not differ greatly in style from the Type 00. This unified design approach showcases Jaguar's commitment to a consistent brand identity.

Exterior and Interior Details

The body surfacing of the Type 00 is monolithic, with square-cut and linear elements. It has a stereotypically masculine design, with a bluff, upright nose and a long hood. The glasshouse is shallow and sharply raked, giving it a unique look.Exterior details like brass and travertine stone add to the concept car's allure. However, some details, such as the brass "totems" stored behind a powered hatch, may be more vaporware than practical.Inside, the use of brass and travertine stone continues the theme. The "strikethrough" graphic on the rear end is a prominent feature, echoing elsewhere in and out of the car. The narrow, squinting headlamps add to the distinctiveness.

Technical Specifications and Performance

Jaguar is keeping technical details under wraps, but we know that the new cars are built on the Jaguar Electric Architecture, which is unique to the brand. The grand tourer will have a WLTP range of 478 miles or 770 kilometers, with a charge speed of 200 miles in 15 minutes.We also know that buying one will cost at least £100,000 ($127,000). Jaguar's current average transaction price is around £55,000, indicating a shift towards the luxury price point.WIRED witnessed a camouflaged prototype being tested in France, and it seems that those looking for performance will not be disappointed. Jaguar's chassis team believes they have significant scope for excellence.

Challenges and Market Conditions

Jaguar's timing couldn't be worse. The market for luxury EVs is currently challenging, even for established brands like Porsche. Lucid, a technically brilliant new EV brand, has struggled to meet sales expectations.Jaguar's existing range has seen a two-thirds decline in sales in five years. The on-sale date of the first new Jaguar has been delayed by a year, and the F-Pace SUV is likely to continue production until early 2026.Despite these challenges, Jaguar is determined to make a mark in the electric age. It has embarked on a new strategy, prioritizing pricing and profit over volume, similar to Mercedes.In conclusion, Jaguar's Type 00 is a bold step into the electric era. It remains to be seen if this genuinely original, polarizing look will be enough to sustain the brand's success in a tough market. We'll find out in a year and a half.