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

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’s new ethos is “copy nothing,” and the first concept car of its new era is trying to deliver.

Jaguar’s latest rebranding, which replaced its iconic leaping jaguar with a minimalist wordmark, sparked widespread criticism for losing its essence. The shift highlights the growing trend of brands targeting Gen Z with bold yet sometimes misaligned updates.

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.