Written by Cláudio Afonso | LinkedIn | X
Former TopGear host Chris Harris criticized on Monday the leaked images from Jaguar’s upcoming EV concept model, which will debut at the Miami Art Week later this Monday at 8 pm EST.
Harris, who had already bashed the brand’s rebranding announced a few weeks ago, posted on Instagram this Monday one of the images leaked writing, “In advance of Jaguar’s big announcement, I spent 3 min on Coreldraw 1996 and knocked up this ‘interpretation’ of what the car might look like!”
In mid-November, the host of The Car Podcast criticized the major rebrand done by the British brand calling the models that appear in the commercial “Teletubbies” referring to the colorful outfits that contrast with Jaguar’s previous image.
“I always think you can disrupt and do something utterly out of the box but to you to sort of sacrifice what you had before it’s got to be really clever. You’ve got to sit in a room and go ‘Wow! I think this is spectacular!’,” Harris stated. The company has consistently defended itself through social media and official statements.
“But if you roll out a load of Teletubbies wearing those outfits…I just didn’t get it, I just don’t know… What are they resetting for?” he asked one of the podcast participants.
Later in the episode, the former Top Gear host, citing a message he received, said that people will look back in 10 years’ time at this as a case study on how to kill a brand. He criticized the role of external agencies that replace brand directors affecting the heritage of a brand like Jaguar.
Here’s the commercial shared by Jaguar last week.
The model, internally codenamed “Type 00,” is a four-door coupe with straight lines and it was originally planned to be unveiled later this Monday at 8 p.m. ET. Based on the images leaked, the model will be available in pink and blue.
While specifics about the model are yet to be revealed, reports suggest it will generate 575 bhp, and cover more than 430 miles on a single charge. The price is expected to be around £100,000 ($127,000).
Jaguar’s rebranding campaign has generated a lot of controversy last month. The promotional video released last week showed models in vibrant outfits but notably omitted any appearance of Jaguar cars. In the comment section, the company defended the rebrand as “a renaissance.”
Written by Cláudio Afonso | LinkedIn | X
