Jaguar says the people criticizing its 2024 rebrand are probably not the customers it is trying to win. Managing director Rawdon Glover described the strategy as a deliberate move toward a younger, design-oriented, more exclusive luxury audience—not an attempt to satisfy everyone. That is Jaguar’s view of its audience, not proof the strategy will succeed; the test will be whether interest becomes sales.
Why Jaguar is dismissing the backlash as a guide to its future audience
Jaguar introduced a new visual identity and campaign in November 2024, before showing a production car. The direction drew substantial criticism, including objections to the look of the campaign and the absence of a vehicle in its initial teaser.
In an interview reported by InsideEVs on October 7, 2026, Jaguar managing director Rawdon Glover said the company did not expect the negative commenters to become potential future clients. “Obviously, it would be lovely to think that everybody would like it, and everyone would fall in love with it instantly, and nobody would have a negative thing to say, but that’s not the real world,” he said.
Glover’s point is that online criticism and the preferences of Jaguar’s intended buyers are not necessarily the same thing. It does not establish that the critics are wrong, or that the company has correctly identified a viable audience. It explains why Jaguar says broad approval is not its goal.
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Who Jaguar says it wants to sell to
As described in the interview report, Jaguar is aiming for a younger, design-focused luxury customer willing to consider a high-priced vehicle. The strategy also shifts the brand further upmarket, away from competing primarily with mainstream luxury brands and toward a narrower, more rarefied segment. These are Jaguar’s positioning claims, not an independently measured profile of future buyers.
The company’s official brand page frames the direction around originality: it presents “Copy Nothing” as a continuation of Jaguar’s commitment to being original and credits founder Sir William Lyons with the phrase “a Jaguar should be a copy of nothing”. That statement explains the brand’s stated design rationale; it is not an independent assessment of the new identity.
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What the early interest figures do—and do not—show
Jaguar told InsideEVs that 50,000 people signed up to express interest after the Type 00 concept was unveiled, and that 78% of those sign-ups were new to the brand. Those figures suggest the reveal attracted people Jaguar says it had not previously reached. They are company-reported sign-ups, not audited buyer data, and they do not mean that 78% of Jaguar shoppers—or any particular share of eventual buyers—are new to the brand.
Glover also said Jaguar’s design clinics produced more ratings of 9 and 10 than the company had seen before. The report provides no sample size, participant profile, dates, scoring distribution, or methodology, so readers cannot judge how representative those ratings are.
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Online criticism, sign-ups, and clinic scores describe different kinds of response. None establishes whether the rebrand will succeed commercially.
Type 00 is a concept, not the car customers can buy
Jaguar’s official Type 00 page calls it a statement of things to come and explicitly identifies it as a non-production vehicle. It should not be mistaken for a production model available for purchase.
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The October 7, 2026 InsideEVs report said the Type 01 was expected to go on sale in 2027, with a US starting price of $130,500. That is forward-looking, US-specific information as reported on that date; timing and price may change. It is not a confirmed current offer, and it does not turn the Type 00 concept into a production vehicle.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What will determine whether the strategy works
Jaguar’s early signals may indicate that the campaign reached some people outside its existing customer base, but expressions of interest and favorable clinic ratings are not purchases. The decisive evidence will be whether the eventual production cars attract customers and generate sales in the audience Jaguar is targeting. The available interview report provides no independent sales outcome for the new strategy.
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