What are the media and social stats like around Jaguar's Type 00 EV model unveil?

After causing much uproar with its recent rebranding, luxury carmaker Jaguar has caught significant attention once again following the release of its Type 00 concept car. Discussions on Jaguar peaked on 2 and 3 December following the reveal, getting over 2,400 global media mentions and close to 100,000 social engagements, according to media intelligence firm Truescope. 

Public opinion on the new concept cars were also divided. Some commend the brand's fresh direction, while others are sceptical about the drastic rebranding and its alignment with Jaguar's legacy, added Truescope. Similarly, media intelligence firm CARMA revealed that the controversy following the reveal is due to its bold and futuristic design, including its Miami Pink colour scheme. Some have praised the car's innovative style and fearless creativity, while others have criticised it as "woke".

Don't miss: Is Jaguar 'wilfully courting controversy' with its outrageous new rebrand? 

Interestingly, sentiments of conversations about Jaguar lifted following the EV reveal. Before the reveal, the brand's sentiments were 14.7% positive and 37.5% negative. It's word cloud also included words such as 'rebrand', 'woke' and 'mistake'. 

After the reveal, the brand's sentiments slightly increased to 18.9% positive and 30% negative. It's word cloud includes words such as 'luxury', 'art' and 'controversial'.

CARMA added that some users are excited about the future of the brand and the prospect of all-electric vehicles. Other netizens wished for more innovation in electric vehicle technology.  It is clear that Jaguar's rebranding efforts sparked significant publicity for the brand, and it has attracted a lot of attention, which can prove useful for a brand when they correctly make their next move," said Divika Jethmal, head of marketing, Asia at CARMA. 

"It remains a priority to understand their target audience's response and expectations and use these insights to connect meaningfully. And while the full measure of its rebranding success remains to be seen, the initial buzz provides a foundation on which Jaguar could build a lasting and impactful transformation," she added. 

The Type 00 model was premiered at Miami Art Week on 3 December, marking the brand's transition into an electric-only brand. This transition extends beyond the products Jaguar designs and engineers, representing a reimagination of the entire brand. “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism. That’s the Jaguar we are recapturing, and we will create the same sense of awe that surrounded iconic models like the E-type," said Adrian Mardell, chief executive officer, JLR. 

Meanwhile, Gerry McGovern OBE, chief creative officer, JLR said, “Type 00 is a pure expression of Jaguar’s new creative philosophy. It has an unmistakable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen. A vision which strives for the highest level of artistic endeavour."

Rawdon Glover, managing director, Jaguar also argued, “We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future facing, relevant and one that really stands out."

The reveal comes after the brand's bold rebranding on 19 November where it saw its brand sentiments fall from 23.1% positive and 21% negative to 8% positive and 40.3% negative after it launched a completely reimagined brand refresh, CARMA revealed.

In conversation with MARKETING-INTERACTIVE earlier in November, Graham Hitchmough, chief operating officer at The Bonsey Design said that any significant change of direction for a revered brand is always likely to put some noses out of joint. However, he said that Jaguar’s "jarring new look" seems to be "wilfully courting controversy".

"Jaguar’s business model and product strategy is changing dramatically to keep pace with the industry’s transition to EVs and compete effectively for a new generation of luxury car buyers. In that sense, a jolt to the brand’s core visual motifs is justified," he said. 

In tandem, Ambrish Chaudhry, head of strategy Asia, MSQ and Elmwood said that Jaguar could have a truly pathbreaking line up of vehicles and that may justify the risk they’ve taken. Yes, newer audiences may gravitate towards them if their vehicles are compelling enough but their storied history, reinterpreted for modern times, would only enhance desirability and not diminish it," he said.

Meanwhile, Chris Moody, global executive creative director at Landor said that he loves the bold declaration of intent. The deliberate shake down of the past, and clear statement of change. He added that the world needs change but that the internet seems to not like change. Especially when that change comes as a surprise, or from left field. "The reality is that this endeavour is no knee jerk reaction and has likely been in the planning for months if not years." 

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