Jaguars Electric Future: Curves Are Out, and Blunt Is In

Jaguar, as it approaches its 90th year, is trying to manifest the future it wants to inhabit.In late 2024, it revealed a revamped visual identity that reflected this imagined destiny, with a bold shift: It would become an all-electric car company.In a 30-second reintroductory video, Jaguar portrayed an otherworldly pink landscape populated by a diverse group of mainly androgynous characters in candy-colored attire, some wielding a paintbrush or sledgehammer like a 1990s avant-garde dance troupe.

It featured soft, sans-serif text, issuing commands to “break molds” and “live vivid.”When a concept car was revealed shortly thereafter, it was intended to follow another of the videos’ dictates, one attributed to Sir William Lyons, the Jaguar founder: “Copy nothing.” This substantial two-door — the history-resetting Type 00 — introduced the design language the venerable British automaker had chosen for its reincarnation.Long-prowed, sneer-eyed, nearly windowless, and also pink, it was blunt of nose and tail and looked uncannily computer-rendered, even in real life.

It succeeded in being distinctive, if it lacked Jag’s hallmark sinuous elegance.The reaction from certain quarters was swift and harsh.President Trump, recently elected for a second term, called the relaunch imagery “stupid,” “woke,” “A TOTAL DISASTER” and “disgraceful” in a social media post.But Jaguar was being discussed, receiving attention it hadn’t garnered since it last peaked, back in the mid- to late 20th century, with stylish aspirational vehicles like the E-Type sports coupe and roadster, the first-generation XJ sedan and the XJ-S grand tourer.

And while the new look had plenty of detractors, it was nevertheless bold and confident.“It all started with a reinvention brief,” said Rawdon Glover, Jaguar’s managing director.He’ was referring to the automaker’s “Reimagine” strategy, part of a five-year, $20 billion investment in Jaguar and its sister br...