Why Jaguar's new electric car is designed to divide opinion, according to the people who built it
The National · Josh Sims ·
Executives, designers and engineers behind Type 01 say intention was never to please everyone
Rawdon Glover is unequivocal. “Jaguar is back,” proclaims the managing director of the British car maker, speaking about its new all-electric Type 01. “It feels surreal to finally be in here [at this point] and we’re very keen to get the car out and see what the reaction is. I’m often reminded of the magnitude of feeling for the brand.”
It’s a magnitude that generates some strong opinions. When Jaguar unveiled its Type 00 concept car two years ago, the reaction was divided, to say the least. Critics said it showed Jaguar had abandoned its heritage and classic styling cues in favour of something more akin to a minimalist spaceship. And the critics were dismissed as out-of-touch traditionalists.
There was even more confusion around Jaguar’s rebranding: the car was pink; the promotional material populated by a very cosmopolitan bunch with bold haircuts and a sci-fi style of dress. It was, in short, not very “middle-aged, middle-class white guy in a country pub”, Jaguar’s long-time homeland.
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