Jaguar gets lost in the champagne fumes

After Paris and its Fashion Week, the Jaguar Type 00 has settled in Monaco on a floating terrace in the heart of the Mediterranean.

This presentation, as flashy as the Jaguar Type 00 itself, clearly embodies the radical shift taken by the century-old brand. Dressed in a custom-designed “French Ultramarine” blue, this satin gown perfectly illustrates the paradigm shift at Jaguar. Far from the British Racing Green or Silver Grey that marked its history, this vibrant blue seems to want to erase the past to project into a future it dreams of as an electric brand. But this bold choice raises skepticism: can one truly reinvent an identity without betraying its essence?

With its angular lines and exuberant proportions, the Type 00 asserts itself as a complete break with the codes that made the brand famous. Jaguar, once synonymous with sporty elegance and British refinement, now seems to be searching for its place in a universe where luxury is intertwined with technology and eccentricity.

Rawdon Glover, Jaguar’s CEO, defends this evolution: “The Type 00 embodies our vision of luxury and mobility of tomorrow. In a changing world, we must reinvent Jaguar.”

However, this reinvention raises questions. By distancing itself from its roots, could Jaguar risk becoming just another brand, desperately seeking modernity? Certainly, the Monaco setting and the timing, on the eve of the key Formula E weekend, are impressive. But can one be satisfied with moments of brilliance without substance?

The Type 00 announces Jaguar’s future, a future markedly different from that of the E-Type or XJ. While this transition seems inevitable in an electric world, it prompts reflection on what Jaguar chooses to leave behind. To be in step with its time, certainly, but at what cost?