Grim Anniversary for Jaguar
- Published on 05/12/2025 9:50
The time is neither for champagne nor for confetti for the brand’s 90th anniversary. What remains today of the Jaguar legend?
To mark nine decades of history, Jaguar hoped to celebrate its heritage, remind people of the 1935 SS Jaguar, and proudly showcase the new Type 00 meant to symbolize its electric renaissance. But behind the official speeches and yet another model of the Type 00 dressed in “London Red,” the reality is chilling. For the first time since its inception, Jaguar has not sold a single new car this year. Zero. A figure that tarnishes a celebration where performance, passion, or audacity would have been more fitting.
Production has been completely halted to prepare for the shift to fully electric, a risky but accepted transition. However, the Type 00, presented as a stylistic manifesto, has sparked a wave of criticism rarely seen for the brand. Its extravagant design, its silhouette deemed disconnected from the Jaguar DNA, and the complete absence of connection with the traditional customer base have bewildered everyone. Longtime fans, loyal to the fluid elegance of the XK and XJ and the sportiness of the Type E and Type D, have rejected it… and the new buyers that Jaguar hoped to attract are not buying into the project.
Jaguar must stay Jaguar!
On top of that, a new “woke” brand identity, perceived as forced and artificial, has convinced neither enthusiasts nor the targeted audience. The result: total confusion, a muddled message, and an already fragile brand sinking even further. The situation is so tense that the design director, Gerry McGovern, has been abruptly dismissed, proof that even internally, there is no clear direction on where to go.
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So yes, Jaguar today brings together the SS Jaguar and the Type 00 to celebrate 90 years of audacity. But audacity alone is no longer enough. The story of Jaguar deserved far better than an anniversary marked by industrial paralysis, a criticized concept, and a rejected identity. At this point, the question is no longer how Jaguar will write its future, but whether it will even be able to have one.
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This page is translated from the original post "Sinistre anniversaire pour Jaguar" in French.
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