Gerry McGovern, who is in charge of design for the brand's parent company, Jaguar Land Rover, told a launch event in Miami: "Some may love it now, some may love it later and some may never love it. That's what fearless creativity does."
Jaguar revealed the concept car, the Type 00 (pronounced "zero zero"), to set the tone for a relaunch that represents a change of strategy.
A production-ready version is to be revealed late next year, with sales to start in 2026. The four-door Grand Tourer is expected to cost more than £100,000.
The rebrand has already attracted more attention than normal for a car launch after a teaser advert - which did not show the car - became the subject of polarised and often vitriolic commentary online. Elon Musk, the boss of the rival electric car brand Tesla, asked: "Do you sell cars?"
This story is from the December 04, 2024 edition of The Guardian.
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This story is from the December 04, 2024 edition of The Guardian.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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