Jaguar’s Type 00 EV: Odd Looks, Serious Speed
▼ Summary
– Jaguar faced significant backlash over its polarizing Type 00 EV concept and its ad campaign, which drew criticism from figures like Elon Musk and online hatred.
– The company’s managing director stated the ad’s “wokeness” resulted in intolerable online abuse directed at both the brand and its staff.
– Jaguar Land Rover’s CEO stepped down in August, just weeks before a devastating cyberattack halted all production and caused massive financial losses.
– The cyberattack, uninsured at the time, is considered the costliest in UK history, with estimated total costs of £1.9bn and nearly £200m in direct expenses to JLR.
– Reports emerged that design chief Gerry McGovern was fired, ending his 21-year career, though Jaguar denied the firing after a 10-day delay.
Navigating a turbulent period, Jaguar has faced a series of significant challenges that have tested the iconic British brand. The year began with intense scrutiny following the December 2024 unveiling of the radical Type 00 concept electric vehicle. While the brand anticipated a polarizing reaction to the EV’s bold design, the scale and nature of the backlash appeared to catch them off guard. The controversy was amplified by a marketing campaign that notably did not feature the car itself, drawing public criticism from high-profile industry figures.
The situation escalated as Jaguar’s managing director detailed how the campaign’s inclusive casting sparked a wave of online vitriol, which regrettably targeted company employees alongside the brand. This difficult period was compounded by major leadership changes at the parent company, Jaguar Land Rover. The CEO announced his departure shortly before the organization was crippled by a severe cyberattack, forcing a complete halt to global production.
The financial impact of the cyber incident was staggering, with estimates placing the total cost near two billion pounds. A significant portion of this sum represented direct expenses to the company, as it was reportedly uninsured for such an event at the time. Industry analysts have since labeled it the most expensive cyberattack in UK history.
As operations slowly recovered and a new chief executive settled into the role, further instability emerged with rumors surrounding the departure of a key creative leader. Reports suggested the design chief responsible for the Type 00 concept had been dismissed, which would have marked an abrupt end to a distinguished two-decade tenure. The company remained silent on the matter for over a week before issuing a firm denial, adding another layer of uncertainty to a year defined by operational and reputational hurdles.
(Source: Wired)
