Every major brand redesign follows a familiar pattern. The new look is unveiled and the world piles in. Some people like it, some don’t. The company declares itself satisfied that’s good because they’re talking about it. Then, they wait for the sales figures to convey whether it’s a hit or a flop.
Put like that, the new Jaguar is on that same road. But even by the precarious nature of rebranding, this one seems especially dangerous. To say it’s radical is an understatement. This is a kitchen sinking on an epic scale.
Gone is the famous leaping cat logo. Instead, there is a new double-J logo. Banished too is any reference to past cars that were known for their soft, feline curves. The only successor seen so far is outsized, deliberately imposing with sharp lines.
The Type 00, as it’s called, scrapping the suggestion of linkage to the classic E-Type and the rest of yesteryear, is a grand tourer, a clear statement vehicle. So far, it’s been presented in just two colours, pink and blue – Miami pink and London blue to be precise. Its large frame and interior owe more to a Rolls-Royce Phantom or stretch limo than a practical motor for getting from A to B.
There will be two accompanying models, also all-electric, a saloon and SUV. The new range will be pricier, too – starting at £100,000, twice the cost of the cheapest Jaguar in the now discontinued line-up, with suggestions from the company that some variations will reach £150,000.
Even allowing for the fact that what’s been revealed to date is a prototype, and inevitably, the final product due in 2026 may turn out to be less extreme, this is one large gamble. Jaguar Land Rover, or JLR, and its parent, the Indian conglomerate Tata, are not holding back, putting all the chips on one number. Stopping selling the current Jaguar is dramatic evidence of that intent.
They can take the pain – Jaguar’s sibling marques, Land Rover (new Defender) and Range Rover (new classic Range Rover and Sport), have been world bestsellers in recent years and the same team responsible for their success is behind this reincarnation, rebirth, call it what you will. Whether Jaguar’s workers, most of whom are based in Britain, where the new line-up will be built, will survive the loss remains to be seen.
Something had to be done. For decades, Jaguar has taken a fearsome pounding from the sleek Germans of Audi, BMW, Mercedes and Porsche. Sales which used to total more than 200,000 a year had slumped to 60,000 (versus two million each for BMW and Mercedes). No one, though, expected something quite so … different.
To emphasise that departure, the big reveal was heralded by a short teaser that owed more to a fashion catwalk than four wheels. It’s a theme that will continue as the new Jaguar will be sold via dealerships that will not resemble traditional car showrooms but fashion emporiums.
In the advert, models stood in “out there”, brightly coloured outfits without a single car in sight. The New York Post said it was “the latest example of idiotic and woke corporate virtue signalling”. Elon Musk, a rival with his Tesla, sniped on his X network, asking Jaguar: “Do you sell cars?”
Bring it on was the attitude, in public anyway, of JLR’s creative director, Gerry McGovern. “Jaguar has no desire to be loved by everybody,” he said at the Miami launch. In response to criticism of the new exterior as “brutal”, McGovern also said that as a son of Coventry, heavily bombed in the Second World War and subsequently home to some modernist constructions, “brutalism is part of British culture”.
To a point, Gerry. Brutalism exists all right, but that does not mean it is popularly loved or even admired. Quite the contrary.
What possessed those architects was that same pursuit of differentiation. There’s no doubt Jaguar had fallen into a rut. Its vehicles were heavily identified with the sheepskin coat-wearing macho, at home propping up a golf or rugby club bar. They were the sort who in days gone by would have puffed on a cigar and blown their smoke across their fellow drinkers. Jaguar was a symbol of aspiration once – the fact that the late John Prescott was known as “Two Jags” spoke volumes – but not so much today.
Adrian Mardell, JLR’s chief executive, says Jaguar is not trying to repackage past glories for existing fans. It’s about making a fresh start in appearance, power source and price to woo an entirely new type of customer: “It’s a total reinvention.”
Yes, but will it sell? That of course is the multi-billion-pound question. For a start, the 00 as seen is too big for Britain’s squeezed roads. It may be OK for the US, the largest market for JLR, and other international destinations, but not the home country.
Pure electric vehicles are no longer the rage as doubts persist about the EVs’ range, their weak second-hand value and the slow roll-out of charging points. Mardell shakes off the naysayers, claiming to have 16,000 expressions of interest already, which will soon rise to 20,000 and then 40,000.
Others, though, have been down this road and come unstuck – notably the Italians of Alfa Romeo, Lancia and Maserati. Not least either, Jaguar itself, previously with a series of new models. Always, Germany saw them off.
Will that be repeated? Mardell is doubling down, saying he’s secured the reaction he wanted by stoking controversy. That’s true, but those in favour appear to be heavily outnumbered by those against. He will maintain that provided there are enough in the former camp to buy the car, that does not matter. It’s the case as well that some purchasers will be attracted to the new Jaguar simply out of a desire to stand out.
They’re not fools, the LR side of JLR has produced some brilliant new designs. If they’re right, the new Jaguar will stand as a testament to their genius; fail, and it’s likely those former successes will be forgotten.
They must have nerves of steel. According to McGovern: “A faint heart never won, ever. It’s better to have tried and failed than not tried at all.” Brave words, undoubtedly. Brave but foolhardy, time will tell.
Mohammed bin Zayed Majlis
Killing of Qassem Suleimani
How to watch Ireland v Pakistan in UAE
When: The one-off Test starts on Friday, May 11
What time: Each day’s play is scheduled to start at 2pm UAE time.
TV: The match will be broadcast on OSN Sports Cricket HD. Subscribers to the channel can also stream the action live on OSN Play.
Analysis
Maros Sefcovic is juggling multiple international trade agreement files, but his message was clear when he spoke to The National on Wednesday.
The EU-UAE bilateral trade deal will be finalised soon, he said. It is in everyone’s interests to do so. Both sides want to move quickly and are in alignment. He said the UAE is a very important partner for the EU. It’s full speed ahead - and with some lofty ambitions - on the road to a free trade agreement.
We also talked about US-EU tariffs. He answered that both sides need to talk more and more often, but he is prepared to defend Europe's position and said diplomacy should be a guiding principle through the current moment.
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EU fishing vessels guaranteed access to UK waters for 12 years
Co-operation on security initiatives and procurement of defence products
Youth experience scheme to work, study or volunteer in UK and EU countries
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Cutting red tape on import and export of food
THE BIO:
Sabri Razouk, 74
Athlete and fitness trainer
Married, father of six
Favourite exercise: Bench press
Must-eat weekly meal: Steak with beans, carrots, broccoli, crust and corn
Power drink: A glass of yoghurt
Role model: Any good man
The burning issue
The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
Read part four: an affection for classic cars lives on
Read part three: the age of the electric vehicle begins
Read part one: how cars came to the UAE
Mohammed bin Zayed Majlis
The five pillars of Islam
1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
UK's plans to cut net migration
Under the UK government’s proposals, migrants will have to spend 10 years in the UK before being able to apply for citizenship.
Skilled worker visas will require a university degree, and there will be tighter restrictions on recruitment for jobs with skills shortages.
But what are described as "high-contributing" individuals such as doctors and nurses could be fast-tracked through the system.
Language requirements will be increased for all immigration routes to ensure a higher level of English.
Rules will also be laid out for adult dependants, meaning they will have to demonstrate a basic understanding of the language.
The plans also call for stricter tests for colleges and universities offering places to foreign students and a reduction in the time graduates can remain in the UK after their studies from two years to 18 months.
Killing of Qassem Suleimani
The five pillars of Islam
The five pillars of Islam
Results
2pm: Handicap Dh 90,000 1,800m; Winner: Majestic Thunder, Tadhg O’Shea (jockey), Satish Seemar (trainer).
2.30pm: Handicap Dh120,000 1,950m; Winner: Just A Penny, Sam Hitchcott, Doug Watson.
3pm: Handicap Dh105,000 1,600m; Winner: Native Appeal, Pat Dobbs, Doug Watson.
3.30pm: Jebel Ali Classic Conditions Dh300,000 1,400m; Winner: Thegreatcollection, Adrie de Vries, Doug Watson.
4pm: Maiden Dh75,000 1,600m; Winner: Oktalgano, Xavier Ziani, Salem bin Ghadayer.
4.30pm: Conditions Dh250,000 1,400m; Winner: Madame Ellingtina, Richard Mullen, Satish Seemar.
5pm: Maiden Dh75,000 1,600m; Winner: Mystery Land, Fabrice Veron, Helal Al Alawi.
5.30pm: Handicap Dh85,000 1,000m; Winner: Shanaghai City, Jesus Rosales, Rashed Bouresly.
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Zayed Sustainability Prize
Reading List
Practitioners of mindful eating recommend the following books to get you started:
Savor: Mindful Eating, Mindful Life by Thich Nhat Hanh and Dr Lilian Cheung
How to Eat by Thich Nhat Hanh
The Mindful Diet by Dr Ruth Wolever
Mindful Eating by Dr Jan Bays
How to Raise a Mindful Eaterby Maryann Jacobsen
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
The five pillars of Islam
From Zero
Artist: Linkin Park
Label: Warner Records
Number of tracks: 11
Rating: 4/5
Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
Killing of Qassem Suleimani
MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
THREE
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KILLING OF QASSEM SULEIMANI
COMPANY PROFILE
Company name: BorrowMe (BorrowMe.com)
Date started: August 2021
Founder: Nour Sabri
Based: Dubai, UAE
Sector: E-commerce / Marketplace
Size: Two employees
Funding stage: Seed investment
Initial investment: $200,000
Investors: Amr Manaa (director, PwC Middle East)
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Killing of Qassem Suleimani
India cancels school-leaving examinations
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The specs
Engine: 0.8-litre four cylinder
Power: 70bhp
Torque: 66Nm
Transmission: four-speed manual
Price: $1,075 new in 1967, now valued at $40,000
On sale: Models from 1966 to 1970
Killing of Qassem Suleimani
If you go…
Emirates launched a new daily service to Mexico City this week, flying via Barcelona from Dh3,995.
Emirati citizens are among 67 nationalities who do not require a visa to Mexico. Entry is granted on arrival for stays of up to 180 days.
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Killing of Qassem Suleimani
Defence review at a glance
• Increase defence spending to 2.5% of GDP by 2027 but given “turbulent times it may be necessary to go faster”
• Prioritise a shift towards working with AI and autonomous systems
• Invest in the resilience of military space systems.
• Number of active reserves should be increased by 20%
• More F-35 fighter jets required in the next decade
• New “hybrid Navy” with AUKUS submarines and autonomous vessels
MANDOOB
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Moon Music
Artist: Coldplay
Label: Parlophone/Atlantic
Number of tracks: 10
Rating: 3/5
The National's picks
4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young
KILLING OF QASSEM SULEIMANI
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Killing of Qassem Suleimani
LILO & STITCH
Starring: Sydney Elizebeth Agudong, Maia Kealoha, Chris Sanders
Director: Dean Fleischer Camp
Rating: 4.5/5
World Series
Game 1: Red Sox 8, Dodgers 4
Game 2: Red Sox 4, Dodgers 2
Game 3: Saturday (UAE)
* if needed
Game 4: Sunday
Game 5: Monday
Game 6: Wednesday
Game 7: Thursday
Brief scores:
Toss: Northern Warriors, elected to field first
Bengal Tigers 130-1 (10 ov)
Roy 60 not out, Rutherford 47 not out
Northern Warriors 94-7 (10 ov)
Simmons 44; Yamin 4-4
The%20specs
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MATCH INFO
Uefa Champioons League semi-final:
First leg: Liverpool 5 Roma 2
Second leg: Wednesday, May 2, Stadio Olimpico, Rome
TV: BeIN Sports, 10.45pm (UAE)
The years Ramadan fell in May
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KILLING OF QASSEM SULEIMANI
