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.

Automakers routinely use concept vehicles to gauge customer interest in designs or show the future directions of vehicles or brands.

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.