This was hardly the first time Jaguar had rocked the automotive universe. In 1948, Jaguar founder and chairman William Lyons and chief engineer William Heynes stunned the London Motor Show audience when they unveiled the XK120 roadster. The sportscar’s voluptuous body was designed by Lyons to showcase Haynes new XK engine and the evolving company had no plans for ramping up production. But the show crowd’s zeal for the new car changed that strategy. And a passionate outpouring occurred again in 1961 when the XK numbered series sportscars were followed by the new E-Type.

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In Miami, Jaguar executives seemed sure that they were party to something significant. CEO Adrian Mardellenthused "The magic of Jaguar is close to my heart—an original British luxury brand unmatched in its heritage, artistry, and emotional magnetism." And added “That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-Type."

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Jaguar’s Chief Creative Officer Gerry McGovern described the Type 00 concept as “… our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen.” And Chief Exterior Designer Tino Segui added “The Type 00 commands attention, like all the best Jaguars of the past.” I’d agree that commanding contemplation of an automotive design concept was far more virtuous than simply amusing the eclectic art crowd in Miami. But despite executive enthusiasm, I don’t yet detect affluent enthusiasts grasping checkbooks. Hopefully, the production car will change that.

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Although I’ve labored as a car critic for three-decades and just like my readers, I have an opinion or two about automotive design, I’m happy to reach out for professional opinions. Dave Rand, former director of GM’s advanced automotive design studio and Autoweek’s Design Editor opined “In some ways, it’s surprisingly conventional, with classical front engine, rear-wheel-drive proportions—that notably suggest nothing of an electrically driven architecture—huge wheels and tires, and a low, fastback profile.”

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My friend and fellow concours judge Tom Matano designed Mazda’s Miata among other noteworthy vehicles and is Executive Director of Industrial Design at Academy of Art University. Tom’s view is “This is more or less a corporate brand strategy than design strategy. Sideview proportion is good.  The rest is hard to judge from the pictures.” 

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I agree with both Tom and Dave that the long hood, short cockpit dimensions are unexpected, but with EV architecture there’s an entire platform of design freedom to work with. I’m a bit skeptical that the designer’s unremittingly flat face and fanny treatments were necessary, especially when they hardly connect with the svelte feline namesake or the electric vehicle’s need to slip through the air.

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Stuart Schorr is Vice President of Marketing & Communications at Jaguar’s North American headquarters and he shared that the decision to relaunch the marque as an electric upper luxury brand was based on the market dynamics. Tesla has become the world’s leading luxury automotive brand without a drop of petrol and there’s an opportunity to bring fashionable style to affluent buyers. High volume will not be part of the plan and the automaker intends to shrink the number of dealerships.

I’ve owned a Jaguar E-Type coupe and an XJ6 sedan, both were classics of automotive style that is seldom matched. So like many enthusiasts, I want the iconic brand to succeed, but it’s certainly a brave new path that Jaguar has taken.