Jaguar has introduced the Design Vision Concept, marking a new era with its bold and colorful design. This electric GT concept previews a production model set for 2026, followed by an SUV and coupe. The concept represents a significant shift in Jaguar's brand identity, sparking debate on whether it's a necessary change or if it dilutes the brand's heritage.
It’s finally here. You’re looking at the, a concept that distils the bold, colourful new world of Jaguar . Unveiled during Miami Art Week , the Design Vision Concept is the first physical expression of Jaguar ’s new look, and follows a steady stream of teasers – as well as a seismic and equally divisive rebranding campaign. A four-door electric GT loosely based on the car here will enter production in 2026, with a SUV and coupe to follow.
‘Type 00 looks better in real life than it appears in Jaguar’s own images, and disruptive creativity in car design is to be applauded. My fear is that, just as Jaguar’s recent advert appears to have been overtaken by events, so being exclusively EV is a worry. Look at Lotus, and its recently announced U-turn to hybrid. Several industry CEOs have recently told me another uptick in EV will be along shortly. Perfectly timed with new Jaguar’s first production car, in fact.
‘But, that said, I have driven a lot of the current crop of luxury cars, so I think I have a feel for what Jaguar is trying to do. That market is shifting very rapidly: buyers are getting younger, more geographically diverse, and somehow even richer than they once were. Think tech-savvy entrepreneur, rather than Charlie Hungerford or Arthur Daley.
‘Ignore the frantic opinion pieces and the ravenous tabloid coverage, Jaguar’s recent rebrand is the necessary shock to a marque that’s been flatlining for a while. The electric i-Pace was an innovative flash in the pan, the following four-door EV never materialised, and ever since then the brand has been facelifting the same gorgeous V8-powered cars – but nobody has been buying them. Jaguar is ingrained into the national psyche, but it’s been at the point of extinction for a while.
‘But no. In the week before a concept designed to preview the new car was due to appear, the video dropped, with Jaguar saying this was a statement of intent for the future. Indeed. But the internet had caught fire, and everyone from Elon Musk to Nigel Farage via all manner of commenters with any sort of following waded in to berate Jaguar’s new marketing message. Copy nothing? “Sell nothing,” they bleated.
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