Jaguar unveils new electric model after two years of rebrand controversy

Jaguar has unveiled its new electric vehicle, two years after parent company JLR relaunched the storied British brand amid a wave of public controversy.

The launch marks a pivotal moment for Jaguar, which drew sharp criticism in 2024 when it unveiled a radical rebrand ahead of its shift to an all-electric line-up. That rebrand, which included a striking new logo and marketing campaign, was met with a mixture of ridicule and curiosity, with commentators divided over whether the move was a bold repositioning or a misstep for one of Britain's best-known car marques.

Reaction to the new EV itself has again proven polarising, according to BBC Business, with observers variously describing the car as “incredible” and “catastrophic”. The company has staked much of its future on the electric transition, betting that a dramatic change in design and identity will help it compete in an increasingly crowded electric luxury car market.

Jaguar's move comes as legacy automakers across the industry continue to navigate the shift away from internal combustion engines, balancing the need to appeal to existing customers with efforts to attract a new generation of EV buyers. For Jaguar, the stakes are particularly high: the brand paused sales of its previous combustion models in 2024 to focus entirely on the electric relaunch, leaving a gap in its line-up that the new car is intended to fill.

Whether the new model succeeds in winning over sceptics remains to be seen. The company has not yet released detailed sales figures or market performance data for the vehicle, and analysts say the coming months will be a key test of whether Jaguar's gamble on reinvention pays off.