Pompous new start for Jaguar: Type 00 study presented

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Jaguar wants to solve it by force, so to speak: all ties to the temporarily glorious past are to be cut. The future is to be more colorful, exclusively battery-electric and significantly more expensive. The presentation of the "Type 00" study is intended to give a first taste of the brand's new direction.

Target group sought

The strategists were keen to attract maximum attention. Urban trend people, dressed as woke Teletubbies in colorful dresses, were shown in an image film a good two weeks ago and did not meet with universal enthusiasm. "We had expected to polarize and that's exactly what we wanted," says a brand insider. This may indeed have been successful, although the question can be asked whether the brand successfully appealed to the intended target group with its gaudy, colorful and loud appearance. After all, the majority of Jaguar's existing customers have probably been working their way up the career ladder for a while. This is because Jaguar wants to move into the luxury segment with its future portfolio and thus become significantly more expensive than before.

Maximum attention

It is not only the show itself that seems somewhat forcibly pressed into the new image, but also the first glimpse of a production model. Jaguar brought two examples to Miami, one in "London Blue", the other in "Miami Pink". It is hard to imagine that this is acceptable to the majority in well-off residential areas. However, Jaguar is not interested in this show event, but in attracting maximum attention. After all, there is still a good year to go before the first production model of the new era is delivered.

Delicate understatement and graceful shapes have long since ceased to be a trademark, even if Jaguar is still often associated with them. Instead, there is a massive, more than five-meter-long giant coupé saloon with four doors and 23-inch wheels. Even a Porsche Taycan or an Audi e-tron GT look downright dainty in comparison. The question of whether this fits in with the times does not arise for Jaguar, and probably rightly so. The group of those who prefer such an appearance should be large enough globally for the plans of those who initiated it.

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Jaguar Type 00 (7 Bilder)

Technical data

In technical terms, Jaguar is only giving a rough idea of what it has in store. It will continue to be exclusively battery-electric. More than 700 kW of power, all-wheel drive and steering are set. The range in the WLTP should be up to 770 km. Anyone who wants to be taken seriously in this segment will not be able to avoid an 800-volt voltage level. Although this alone is no guarantee of high charging power and short breaks, it is helpful in implementation. Jaguar quotes a range of more than 320 km in the WLTP, which can be recharged within 15 minutes under ideal conditions. A conservative estimate with a consumption of 18 kWh/100 km shows that Jaguar would have to achieve an average charging capacity of around 230 kW in this window.

This would currently put them in the lead. However, the pace of development in this area is rapid. Customers are increasingly taking a closer look and are no longer dazzled by high peak charging capacities alone. In practice, the decisive factor is how quickly which range can be recharged under which conditions. A brilliant performance in this respect is likely to have a more lasting effect than the pompous launch show of a study whose long hood is reminiscent of the Jaguar E-Type – at least a little bit.

(mho)