The new Jaguar is spectacularly hideous

Winston Churchill reputedly said ‘Success consists of going from failure to failure without loss of enthusiasm.’ This adage must have been at the forefront of the minds of Jaguar’s chief executives as they unveiled the brand’s new electric concept car, the Type 00, during Miami Art Week. The company has had a torrid past few weeks as the advertisement they chose to announce their relaunch with was met with a mixture of incomprehension and ridicule. The company was accused of being everything from woke to simply incompetent at the job of selling cars that people might want to buy. 

Therefore, the launch of the Type 00 vehicle in two colours, Miami Pink and London Blue, was more important than normal for the company. The leak online beforehand of the designs was unfortunate, if predictable. The diabolical advert has led to an unusual amount of interest in these cars and what it means for the future of Jaguar.