Jaguar Really Scares Us!

After unveiling its new visual identity quite vividly colorful, Jaguar leaves us cold with a teaser image.

In just a few days, Jaguar has managed to dramatically tarnish its respectable and respected brand image. It’s a bit like that embarrassing uncle who loses his composure at a Christmas dinner, tired of behaving properly. A particularly fierce midlife crisis for the venerable company founded in 1922 in Coventry in the Midlands of Britain. Well, Jaguar isn’t really a centenarian because its founder William Lyons initially started with sidecars before venturing into the automotive world in 1935, truly taking off in 1945 after World War II. Jaguar emphasizes the year 1935 in its press releases, which is clever because launching a new model for its 90th anniversary makes for a good story to tell.

And Jaguar’s history has been especially turbulent, with a takeover by Ford in 1989 and a subsequent acquisition by Indian group Tata in 2008. But despite all that, it’s never crossed the minds of its owners to tamper with its status as an elegant and sporty British brand… until today.

Jaguar has now abandoned British Green for fluorescent pink, and the first entirely new Jaguar since the I-Pace launched in 2018 will be a four-door GT that is 100% electric. The first of three upcoming electric cars by the end of the decade, the other two being a luxury sedan and an SUV.

The prototype’s silhouette is as baffling as the brand’s strategy, featuring an endlessly long front hood. It immediately calls to mind the Type E, but it’s important to remember that the latter was designed to house extraordinary powertrains, from the legendary 3.8-litre inline-six to the 5.3-litre V12. And to top it all off, this morning the brand posted on its social media an image believed to be a 3/4 rear view. Angles upon angles, a grille worthy of a climate control unit, no rear window, and lots of fluorescent pink behind. We’re definitely far from the iconic Type E…

It seems clear that Jaguar won’t limit itself to this small glimpse, and teasing will continue until the presentation on December 2nd at Miami Art Week, of a car already announced as having an “exuberant” design. An exuberant Jaguar… So Shocking!

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