Jaguar Type 00, the new electric concept car "pink barbie"

Two weeks after announcing a radical repositioning of its brand, the British luxury car manufacturer Jaguar presented a surprising Pink electric concept car which is attracting criticism. There Jaguar Type 00unveiled yesterday in Miami, is described as a car with “bold shapes and exuberant proportions” that “challenges 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 blue sky a symbol of the radical repositioning of the brand, announced fifteen days ago. This much-criticized change includes a modernized logo with geometric shapes, an “exuberant and bold use of color” and a first advertising clip featuring models of all ages and backgrounds dressed in yellow, orange, red and pink, without a single car .

The comment by Elon Musk – owner of rival Tesla – to the advertisement published by Jaguar on X was ironic: “Do you sell cars?”. “I predict that Jaguar will now fail. And you know what? They deserve it,” Nigel Farage, leader of the far-right Reform UK party, said on the same network. The brand’s new pink car has caused some disbelief in the British press. This “Barbie model” is “a disaster for one of Britain’s most iconic brands”, commented a columnist for the conservative newspaper The Daily Telegraph. The journalist also attacked the advertising campaign, “a celebration of diversity and inclusion”, which he considers “one of worst marketing operations of all time.”

“We want to be bold and disruptive,” responded Jaguar CEO Rawdon Glover, interviewed by Sky News. “We want to bring as many existing fans as possible with us on this journey,” he added. “But we also need to address new audiences.” The historic British manufacturer, owned by Tata Motors, intends to compete with Bentley and Rolls Royce starting from 2026, with a range of 100% electric vehicles priced above 200,000 euros.

“Jaguar wants to shake up the market and its buyer base, targeting wealthier drivers who in the past might have opted for Porsche or Bentley,” explains Danni Hewson, analyst at AJ Bell. “Jaguar has captured attention, and if it can get enough people to believe in this idea when the first of its new models rolls off the production line, its strategy will be studied and potentially copied for years to come “says Danni Hewson.