Jaguar's controversial reinvention is already attracting attention from potential customers, most of whom have never even owned one of its cars. More than 50,000 people worldwide have registered their interest in the brand's electric reboot, with roughly four out of five coming from outside its traditional customer base. Speaking with Australian magazine Drive, Jaguar managing director Rawdon Glover shared his thoughts on the early feedback:

'We’ve had over 50,000 people say to us I'm really interested in what you're doing. We call this KMIs – keep me informed – so we talk to them on a regular basis. And the interesting thing about those individuals is that about 80 per cent of them are new to the brand.'

The numbers suggest that Jaguar's radical change of direction could be doing exactly what the company intended. After retiring its entire lineup to embrace an all-electric future riskily, the British marque owned by Tata Motors is targeting a different kind of luxury-car buyer rather than simply trying to convince loyal customers to switch to EVs.

The new chapter begins with the Type 01, a dramatic four-door electric GT that will spearhead Jaguar's revival. Revealed in production earlier this month, the flagship model marks a major departure from the cars that built the brand's reputation, in both design and positioning.

Jaguar isn't pretending that everyone will like the new direction. In fact, the company appears comfortable with the idea that its next-generation cars will divide opinion. The goal isn't to win over every critic but to create vehicles that resonate strongly with a more exclusive audience.

Source link