Jaguar has continued its bewildering rebranding exercise by releasing a trio of teaser images for its upcoming all-electric "super GT" that double down on its "Copy Nothing" mantra by, well, appearing to copy a key feature of the Polestar 4.
The main image appears to show a view of the rear corner of the GT that shows a dramatically bulging wheel arch, a sleek, swooping roofline and no rear window, a feature seen on Polestar's latest SUV.
While it is completely unfair to make a judgement on the GT from a single close-up image (there could well be a window under that window-shaped cover after all), that hasn't actually stopped anyone, and it does continue the confusing message that the company is sending with its new rebrand that has so far featured a slick new logo that comprises of upper and lower case letters in a particularly irritating way, unpleasantly trendy people wearing bright primary colours and doing strange things, and absolutely no sign of any cars whatsoever.
However, while it is all very confusing and polarising, have no doubt that it is absolutely doing what it was designed to do: get people thinking and talking about Jaguar again.
It seems that everyone has an opinion on Jaguar's (or should that be jaGUar's?) relaunch, including the world's richest internet troll, Elon Musk, and American late-night talk show host Stephen Colbert, meaning that sewing a bit of confusion (and, let's be honest, pretentiousness) has been an excellent way drum up interest in an 89-year-old company that is currently undergoing a radical transformation, reimagining itself as an all-electric, ultra-luxury brand.
This bold move will see the British marque retire its entire current lineup, with the exception of the F-Pace SUV, which will be phased out by 2026. In its place, Jaguar will introduce a trio of electric vehicles over the next few years, marking a significant departure from its previous position taking on the likes of BMW and Mercedes-Benz, and move significantly upmarket to compete with the likes of Bentley and Cadillac.
This is all set to begin with the sleek four-door super GT, slated for a 2025 release and due to be revealed in the coming weeks. The GT, shrouded in camouflage in recent teaser images, boasts a long, low-slung silhouette reminiscent of classic rear-wheel-drive combustion sedans, hinting at Jaguar's heritage.
While specific details are still under wraps, the GT is expected to offer a range nearing 700km, more than 420kW of power, and a price tag exceeding £100,000 (around NZ$215,000), placing it squarely in the luxury EV segment.
Following the GT, Jaguar will introduce two additional EVs, including a high-end SUV, all built on the new Jaguar Electric Architecture (JEA) platform, a long wheelbase electric platform that is also tipped to form the basis of the next Range Rover Velar.
Jaguar's reinvention comes at a time when the automotive industry is grappling with fluctuating demand for high-end EVs. Brands like Bentley have already pushed back their EV-only transitions due to slower-than-expected market uptake, and even niche sports car maker Lotus is reconsidering its commitment to an all-electric future, potentially reintroducing combustion options. These industry trends highlight the uncertainty surrounding what is essentially Jaguar's last chance.
All of which does make the company's current push make a lot more sense; it is essentially deleting its entire range apart from a single SUV and starting from a clean sheet. The idea is to present a new face and get people talking about the brand before it reveals any new cars.
And it is certainly doing that.
So where does this leave the marque's long and illustrious history?
Well, it remains to be seen just how much the new-look Jaguar will lean on its heritage, but with managing director Rawdon Glover recently saying in an interview that he envisioned Jaguar returning to its roots with "exclusivity and aspirational design", we can probably be fairly certain that the company won't exactly be embracing the British Leyland years when it descended into being the archetypal "old man's car"...
Jaguar's design revolution is a high-stakes gamble, but one that holds the potential to redefine the brand for a new generation of luxury car buyers. And if it doesn't? Well, put it this way; owner Tata Motors may well have proven to be a very patient and supportive parent so far, but patience - and its willingness to hand out the money - only lasts so long...