During the Type 00 event in Miami on Monday, the UK-based company’s chief creative officer, Gerry McGovern, said he welcomed the attention Jaguar’s new direction had been getting.
“It has already stirred emotions and it will continue to,” he said.
“Jaguar has no desire to be loved by everybody.”
Replies on Jaguar’s social media posts about the car ranged from “Go back to the drawing board” and “hopefully this doesn’t actually come out” to “Exciting” and “Absolutely stunning”.
Car industry analyst Karl Brauer was sceptical about the rebranding.
The company seems to be “sacrificing Jaguar’s past to the hopes of a better future,” he told the BBC. “I don’t think it’s going to work”.
Last month, the company urged people to “trust and reserve judgement” over the rebrand of the business, which has a history dating back more than a century.
