Daily sales of Jaguar vehicles have fallen by nine per cent since the British brand's controversial rebrand last month, according to new data. In November, Jaguar launched its new "Copy Nothing" rebrand,

British luxury automaker Jaguar has revealed its Type 00 concept car, the first glimpse of a new electric vehicle following a controversial rebrand that has divided opinion on social media.

The Jaguar Type 00 is a masculine design, with feminine colors, the look of a high-performance gas muscle car, under a classic British road car brand, that is electric making it potentially the hardest/most expensive car to launch since the Edsel.

But for some car enthusiasts, the Type 00 (named after the company’s aim for zero emissions) still came as a bit of a shock. Jaguar is, after all, a well established premium brand, associated with sleek curves, racing and James Bond movies.

Jaguar has revealed a first look at its new luxury electric car after coming under heavy criticism for rebranding its image. The British carmaker sparked widespread controversy last month when it unveiled a series of dramatic changes ahead of becoming a fully electric brand.

Luxury car maker Jaguar has unveiled its new electric concept car, less than a fortnight after the release of a teaser video that stirred online controversy. The unveiling of the Type 00 car was met by mixed responses from social media users, with some cheering its design, while others mocked the launch.

Carmakers are signaling their move from combustion to electric vehicles with new logos that are lighter, rounder, and more lowercase. The tantrums thrown across social media over the past few weeks in reaction to Jaguar’s redesign have once again revealed a fundamental contradiction underlying contemporary branding.

Jaguar's recent ad campaign, featuring bold visuals and no cars, faced backlash for perceived "woke" branding and is being compared to past rebranding controversies like Bud Light’s.