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Jaguar reveals Type 00 electric car, criticized for being labeled ‘Barbie pink’


British luxury carmaker Jaguar has revealed its latest electric concept car, the Type 00, at an event in Miami. The car features bold forms and bright colors, such as “Miami Pink” and “London Blue”, paying tribute to the pastel colors of Miami and the iconic E-type of the 1960s. However, the new design and rebranding efforts by Jaguar, including a modern logo and diverse advertising campaign, have attracted criticism from critics and commentators. Elon Musk even commented on the rebrand, questioning if Jaguar actually sells cars. The company’s managing director, Rawdon Glover, defended the changes as an attempt to be bold and disruptive in an effort to appeal to a new audience and stay competitive in the market as the industry shifts towards electric vehicles. Jaguar plans to release a production-ready version of the Type 00 by late 2025, with an expected price tag of over GBP 100,000 (USD 127,000). Financial analysts see Jaguar’s strategy as potentially influential in the industry if they can successfully attract buyers to their new brand image. Overall, the move by Jaguar to shake up their image and appeal to a new market has sparked conversation and debate in the automotive industry.

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Photo credit www.prestigeonline.com

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