Jaguar's rebranding sparks debate, with the Type 00 Concept facing criticism while a modified pickup variant gains praise for its design.

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.

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.

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.

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.

Following on from the hullabaloo of the past few weeks, things will quieten down for Jaguar until news of the £100,000 production models starts filtering out. We don’t expect to hear or see anything official until well into next year.