Jaguar Unveils New Electric Car Two Years After Rebrand Backlash

Jaguar has unveiled its new electric vehicle, two years after parent company JLR relaunched the brand amid a wave of public criticism over its rebranding campaign. The new EV is the brand's first major product since the relaunch, which was widely mocked online and labeled "woke" by critics at the time.

Background to the relaunch

JLR's 2023 campaign to reposition Jaguar as an all-electric luxury brand drew significant backlash, with much of the criticism focused on the marketing approach used to introduce the rebrand rather than on any vehicle, since no car was shown at the time. The episode became a widely referenced talking point in discussions of brand strategy within the auto industry.

The newly unveiled electric car is being presented by the company as the tangible result of that repositioning effort, following a period in which Jaguar had no new vehicle on display to accompany its rebrand messaging.

Full details on specifications, pricing and availability of the new model were not fully outlined in the initial announcement. The launch is likely to be closely watched as a test of whether the brand's new direction can translate into consumer and commercial success following criticism of its rebrand.

Jaguar's broader strategy under JLR has centered on transitioning to an all-electric lineup, a shift shared by several legacy automakers navigating the industry's move toward electrification.