CHICHESTER, ENGLAND – JULY 10: A Jaguar Type 00 concept car is displayed during the Goodwood Festival of Speed at Goodwood Motor Circuit on July 10, 2025 in Chichester, England. (Photo by John Keeble/Getty Images)[/caption]
JAGUAR’S controversial new concept car has finally been revealed in person for the first time – sparking intense debate between fans.
Onlookers got to see the Jag which has been at the forefront of its “woke” rebrand.
A Jaguar Type 00 concept car was displayed during the Goodwood Festival of Speed[/caption]
The car’s blue was a departure from the new ad’s pink[/caption]
One fan described the car’s rear as ‘horrendous’[/caption]
The new car drew big crowds at Goodwood[/caption]
Jaguar unveiled its new Type 00 concept car for the first time on Friday morning at the Goodwood Festival of Speed.
The car will never go on sale in its existing form.
Instead, it is a concept car exhibited to showcase Jaguar’s new “exuberant modernism.”
The car stunned Goodwood’s guests with its spotless, striking blue exterior which drew large crowds from across the festival.
The colour was a significant departure from the pink colour dressing the 00 when it was first announced late last year.
This was preceded by Jaguar’s glossy ad campaign with bright colours and catwalk models last November which sparked outrage.
When the 30-second ad was first unveiled, flashing up a number of slogans, including “live vivid”, “delete ordinary” and “copy nothing”, fans on social media were not happy.
The likes of Nigel Farage and even Elon Musk led the critics, with the Reform leader describing it as “woke” and warned the automaker risked “going bust” due to its new design choice.
Musk simply asked Jaguar on X: “‘Do you sell cars?”
This weekend, fans had the chance to comment on the car’s new design after physically seeing it.
Speaking to The Times, many fans were left unimpressed by Jaguar’s new concept car and new brand direction.
“The back’s horrendous,” said one fan.
Another assessed: “They’ve wrecked the brand.
“The logo is awful, it looks like it was designed by a child.
One fan even said the new ad campaign had led him to sell his F-Pace.
Others did enjoy some of the features of the new car, saying they thought it was cool and futuristic.
In November, the controversial ad excluded any images of its sleek sports cars as it touted its transition to a fully electric, ultra-luxury company.
The scrapping of the well-known big cat badge in favour of a geometric ‘J’ design also drew fierce criticism.
At the time of release, one Facebook user commented: “If I wasn’t sure before, now I’m convinced Jaguar have completely lost the plot. This woke nonsense won’t gain anything.”
Another said: “As someone who worked for this iconic brand up until production cessation in June it really does sadden me to see the direction the company has decided to take.”
The 00 was originally shown as pink[/caption]
