Wind Back to 2024
Oh, how we still remember the reactions to Jaguar’s ‘copy nothing’ campaign from 2024. To say there was a backlash would be a disservice to the word backlash, and you didn’t need to scroll down too far to see negative comments. Outrage would probably be a better description to the initial reactions. Mind you, that was just for the ad and not the concept car.
The Type 00 Concept didn’t get the warmest reception, either. Perhaps it was because the video got people forming opinions. At the same time, its monolithic styling was polarizing to say the least. Predictably, many opinion pieces were written about it, a good number of which were far from glowing.
Jaguar
The Type 01 is Here
Two years after ‘copy nothing,’ and several first prototype impressions later, Jaguar has finally unveiled the Type 01. Unlike the concept, it’s a four-door coupe and not a grand touring coupe. But aside from the production-car-sized side mirrors, the first all-new Jaguar in eight years looks pretty much identical to the Type 00 concept.
It’s a shocking look, yes, and definitely not one for the traditionalists. But like the look or not, the Type 01 is a statement piece from Jaguar. Of course, the question now is if it will actually sell.
That said, first impressions from comments and other motoring media have been surprising. Yes, there are still a good number of comments that aren’t very savory, but there have been some positive notes, which couldn’t be said back in 2024. If anything, the comments are far less scathing than those about a certain EV from an Italian automaker with a horse on its logo.
Jaguar
The Comments, so Far
So far, British media has had some words about the Type 01. CarWow’s Mat Watson called the car ‘massive,’ and when draped in silver, ‘a manly car.’ Autotrader’s Rory Ried said it was a ‘showstopper’ and ‘this thing is going to light up Instagram.’ Anyone can agree to disagree, but it’s bold and draws a reaction, for better or worse.
From our own comments section, we saw some interesting takes. One said it’s the car equivalent of Tesla’s still-controversial and hugely polarizing Cybertruck, and another noted that Jaguar could do better. User trapezius77 had a fair opinion, saying, “It’s an ok or good-looking car (just the front 3/4 view) by modern standards, not by classical beauty standards. But, it’s not a Jagua[r], and it’s not beautiful, elegant, or graceful. The interior seems like a cruel joke to call it luxurious. This is going to compete against Bentley?”
PicklesPicklesPickles countered, “The twee Jaguar of the past is gone. And so are the buyers. They had to go bold, modern and ultra chic, or it would just be an Indian-British Buick. I think it’s smashing. The wealthy don’t want milquetoast, yet it’s still subtle (in the right color) to exhibit the coveted ‘quiet luxury.’
Comparatively, would the Audi TT have been any near the success it was, if it looked like a sports Audi Fox or 100? No way. Or would the bold, modern Ford Taurus have been the raging success it was if it had been ye olde, like an LTD? No way.” But regardless of what your view is on the new Type 01, it’s already getting a reaction out of you, even if you don’t type it in.
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