Luxury automaker Jaguar has hit a wall of criticism after unveiling its latest concept car, the Type 00. Once celebrated for timeless elegance and performance, the brand now faces backlash for abandoning tradition in favor of what critics see as misguided attempts to stay “relevant.” The controversy comes on the heels of another public relations blunder—a Jaguar advertisement that didn’t even feature a car, sparking accusations of prioritizing social signaling over substance.
Many are now dubbing Jaguar the latest casualty of the “go woke, go broke” phenomenon.
The Type 00, a two-door coupe with a long hood, low-profile roof, and futuristic design, was intended to mark a bold new chapter for Jaguar. Chief Creative Officer Gerry McGovern claimed the design harkens back to the iconic E-Type and XJS, saying, “When Jaguar was at its best, it threw away the design rulebook.”
But for many, the new model’s aesthetic misses the mark. Its Satin Rhodon Rose paint—dubbed “Miami Pink” by critics—drew sharp derision online. Charles Correll III, a former speechwriter for Kevin McCarthy, mocked the car as a “pink Batmobile.”
One frustrated Jaguar owner commented, “Pink? Two front grilles on an EV?? No more Jags for me. Just wish I never got my 2022 SVR back in May. Will be going with Porsche going forward. Extra price worth going away from wokeness.”
Others lamented the loss of Jaguar’s classic elegance. “You used to make beautiful cars,” one user shared, accompanied by a photo of a vintage Jaguar.
This isn’t just about one car—it’s about the direction of the brand. Critics accuse Jaguar of straying too far from its roots in an attempt to stand out. One observer summed up the problem succinctly: “You’ll meet the same fate as other ‘woke’ companies. All you had to do was make a cool car, not an air ventilation concept on wheels.”
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Jaguar Managing Director Rawdon Glover attempted to justify the shift, dismissing the backlash as a “blaze of intolerance” on social media. Glover argued, “If we play in the same way that everybody else does, we’ll just get drowned out. We need to re-establish our brand and act differently.”
While bold reinvention can be necessary, critics warn that Jaguar is risking its legacy. “You can destroy a brand in 30 seconds that took a lifetime to build,” said a former advertising executive who worked with Jaguar. “For luxury brands, authenticity is key, and this fails the test.”
This backlash underscores a broader trend: brands trying to chase trends rather than honoring their core identity often face consumer rejection. Jaguar’s attempt to “move away from traditional automotive stereotypes” might win praise in certain circles, but it alienates the loyal customers who value the heritage and craftsmanship that once defined the brand.
Jaguar’s legacy was built on cars that exuded class, elegance, and unparalleled performance. The Type 00, and the marketing choices surrounding it, may ultimately serve as a cautionary tale for brands forgetting that innovation should enhance tradition—not erase it.
