Controversial Jaguar Rebranding
Concept Car Faces Harsh Criticism
Pickup Truck Variant Sparks Buzz
Jaguar’s ongoing rebranding efforts have stirred significant controversy in the automotive industry. The luxury brand, aiming for a fully electrified future, has overhauled its identity, introducing a new logo, altered brand elements, and a video full of progressive themes. While the rebranding aims to rejuvenate Jaguar’s image, critics argue that the changes have strayed too far from the brand’s previously rugged, masculine identity.
Shortly after announcing the rebranding, Jaguar unveiled the Type 00 Concept. While it follows the brand’s new mantra of “Copy Nothing,” it has drawn mixed reviews due to its bold and unconventional design. The Type 00’s futuristic aesthetics and departure from Jaguar’s traditional design language have sparked harsh criticism. However, in response to the criticism, a virtual vehicle artist named Ray Ochoa released a modified version of the Type 00 concept, receiving praise for its design improvements over the original.
The Modified Jaguar Pickup Truck: A Response to Rebranding
On December 4, Ray Ochoa shared his modified version of the Type 00 Concept as a pickup truck. Created to critique Jaguar’s rebranding, Ochoa’s design maintains the original’s futuristic feel while addressing some criticisms. While the pickup truck variant doesn’t share all elements with the Type 00 concept, it follows the same design language, incorporating the concept’s minimalist grille and headlamp integration.
For the front end, Ochoa’s pickup features a horizontal grille integrated with the black panel and headlamps, with two pairs of fog lamps replacing the original concept’s fog lamps. He kept the L-shaped front splitter, a signature feature of Type 00, while changing the body color of the A-pillar from the concept’s black wrap-around finish to a more traditional look. Traditional side mirrors are also included, a nod to Jaguar’s classic design.
Sporty Rear End, Unique to the Pickup Variant
In the case of the rear, a design quite different from the pickup truck front configuration stands out. The sporty silhouette resembling a pickup truck bed attached to a coupe leaves a strong impression, and the increased wheel spokes add to the speed. The concept car’s tail lamp, which was hidden in the horizontal bar in the shape of the rear grill, has been revealed by being located at the top of the bed door.
The rear bumper and side skirts also feature an eye-catching L-shaped decoration with a bright color that emphasizes their presence. A garnish of the same color was added to the lower center of the bumper, and it seems to have a built-in rear camera that was not found in the concept car. The front fender still has a gold garnish that acts as a projector.
The Production Model: Jaguar’s Bold Move Forward
While the Type 00 Concept has sparked discussion, Jaguar is also preparing for the release of its production model, expected to be called the I-Type. Unlike the two-door Type 00, the I-Type will be a four-door GT, aiming for a more practical, road-going performance car. The I-Type is expected to be equipped with rapid charging technology, allowing it to achieve a 200-mile range with just a 15-minute charge, and aims for a full range of 770 km (479 miles) under the WLTP cycle.
Scheduled for reveal in late 2025, introducing the I-Type will mark a significant step for Jaguar into the electric vehicle market. Sales are expected to begin in 2026, as Jaguar aims to blend cutting-edge technology with the performance and luxury its brand has historically been known for.
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