Motoring expert says Jaguar’s upcoming car is “breathtakingly beautiful” amid rebrand criticism

A motoring expert who has witnessed Jaguar’s upcoming offering has described the car as “breathtakingly beautiful.” While Charles Tennant wasn’t able to reveal too much detail about the car, he did confirm that he’d seen it in the flesh at an event in Gaydon this month.

Charles also expressed his support for the transformation Jaguar is making around both its branding, design, and its new direction. "I'm extremely pleased that JLR are pressing ahead with their transformation of Jaguar, and have the total commitment of their Indian owner Tata Motors in terms of funding and their patience for this to happen.

“Something radically different had to be done following the failed dash for growth strategy to take on BMW, Audi, and Mercedes. Ford had also attempted twenty years ago with similar mixed results.”

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Jaguar has a very rich heritage spanning over 100 years, producing cars such as the XK120, E Type, Mk2, XJ, XJS and XK8 to name a few. In recent days the firm has come under heavy fire over an advert launching its rebrand including the new slogan 'copy nothing'.

Charles said that these previous cars were “a copy of nothing and had grace, pace, and space in spades; and this is something that JLR are aiming to replicate again in the future.

“This rebranding is a bold step along the journey towards exuberant modernism - and I particularly like the original thinking encapsulating design themes such as Device Mark, Strikethrough, Exuberant Colours, Makers Mark - with the new Jaguar logo font, bold linear graphic, primary colours, and Jaguar 'leaper' all being cornerstones of the brand in the future.

“This brand renaissance may not go down well with everyone - as will the all electric only products (staring with a four door GT in 2025) - but JLR are trying really hard to be different in their thinking, and it certainly shows.

Like many others, Charles is waiting with bated breath to see the Jaguar electric GT concept car (know within JLR as Jaguar 00) that will be revealed at Miami Art Week in the US on 2nd December. He said of any upcoming models that “I am absolutely sure that JLR can recreate vehicles that the Jaguar founder Sir William Lyons would be truly proud of."