The new jaGuar concept car Type 00 has been revealed, and reactions have been extreme.

If you’ve been keeping up with automotive news, you’ve probably heard about Jaguar’s bold rebranding and ambitious plan to transition exclusively to electric vehicles by 2025. It’s a huge move, but I can’t help but wonder: Have they missed an opportunity here? Hear me out, and let me know what you think.

The Controversial Rebrand

Back in November, Jaguar unveiled a new advertisement that sparked significant backlash. The ad features a modern, gender-neutral aesthetic, replacing the iconic Jaguar ‘Growler’ emblem with a plain, generic font. Many Jaguar enthusiasts feel betrayed, calling it unoriginal and another example of a brand losing its identity to follow trends. Some are so upset they’ve vowed never to buy a Jaguar again. 

The Electric Future at Miami Art Week

On December 2nd, Jaguar revealed the “next stage” of their transformation at Miami Art Week. They showcased a concept car previewing their new electric GT, which will set the tone for their upcoming three-model lineup: 

- A four-door GT, 

- A Bentley Bentayga-like SUV, 

- And a Bentley Flying Spur-sized limousine. 

These models will use the new long-wheelbase JEA platform, designed exclusively for this lineup. The GT promises a range of over 430 miles, 575bhp, and prices starting at £100,000. 

Choosing Miami Art Week for the launch was strategic. It positioned Jaguar as a luxury brand focused on design and innovation, leveraging the event’s high-profile audience of art collectors, celebrities, and influencers. This cultural connection tied the car to the art world, emphasising it as not just a vehicle but a statement of craftsmanship and creativity. 

But does this strategy resonate with you? While it’s clever marketing, does it capture the essence of what Jaguar once stood for? 

Turning Away from Heritage

Jaguar has always been synonymous with grace, pace, and space. It’s a brand steeped in British heritage, celebrated for luxurious sports cars that were innovative yet accessible. For instance, an E-Type Jaguar was half the price of its Italian counterparts at the time. 

Now, Jaguar is pivoting to compete in the ultra-high-end market, targeting buyers willing to spend over £100,000. They aim to rival brands like Bentley, Aston Martin, and Rolls-Royce. But is alienating their loyal fan base worth the gamble? 

Jaguar Land Rover JLR has had a very profitable year mainly through the sales of their Land Rover division; of the three new Jaguar models, one is supposed to be an SUV, which in this price bracket you would imagine would become a direct competitor to their own very successful Land Rover Defender and Range Rover offerings. The Jag GT is a 2-door coupe. It looks like a cheap Chinese knockoff of the Rolls-Royce Spectre.  The launch presentaion enterprise took place in a dusted off pink moonscape that looks like the clanger’s summer vacation.

The Daimler Opportunity

Here’s where I think Jaguar may have missed a golden opportunity: instead of overhauling their identity, why didn’t they revive the ‘Daimler’ brand for this ultra-luxury market? 

Daimler is a name steeped in prestige and exclusivity, with a rich history as the official car of the Royal Family for decades. Back in 1927, a Daimler limousine cost the equivalent of over £300,000 today. Even after Jaguar acquired Daimler in 1960, the brand continued to produce high-end, iconic vehicles like the Daimler Double-Six Coupe a  V12 masterpiece that epitomised luxury. 

BMW has Rolls-Royce. Volkswagen has Bentley. Mercedes has Maybach. Daimler could’ve been Jaguar’s answer, a way to enter the ultra-luxury market without alienating their existing customer base. 

Personal Reflections

From my perspective as the owner of ‘TreasuredCars.com’, a platform for buying and selling classic cars, I see the passion Jaguar inspires in its fans. I’ve only owned one Jaguar myself, an XJ 4.0 V8. It was stunning, fast, comfortable, and unmistakably Jaguar.  I have also had the privilege of experiencing two Daimlers: The Daimler Double-Six Coupe, a 5.3L V12 two-door XJ owned by my boss in the 1980s, I rode as a passenger in it several times to Kempton Park and Windsor race courses. It was breathtakingly beautiful, smooth and very fast. I drove a two year old Daimler Super Eight, a supercharged 4.0L V8, for a few weeks in 2003. Immense, opulent, extremely fast and unforgettable.

These weren’t just cars, they were statements of craftsmanship, luxury, and legacy.

Final Thoughts

By resurrecting Daimler, Jaguar could have entered the ultra-luxury electric market competing with Bentley and Rolls Royce while preserving their core identity. Daimler could have represented ‘heritage’ and ‘prestige’, while Jaguar remained rooted in accessible luxury and sporty performance, evolving with modern technology along with BMW, Audi and Mercedes Benz.

So, what do you think? Has Jaguar made a mistake by not reviving the Daimler name? Or is this simply the natural evolution of a brand trying to stay relevant?

Or looking at it another way, does it really matter Bentley is now a German owned company and Jaguar is now an Indian owned company so should we even care?

What I do know is I’m glad I was born in the 1950s.

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