Jaguar is charging into its electric era with the Type 00, a large battery-powered luxury sedan aimed at rivals like Bentley and Rolls-Royce. The reveal of this upcoming EV has drawn mixed reactions so far.

Online critics targeted the concept's blocky styling and the company's unusual promotional tactics. Jaguar continues forward anyway, confirming the name ahead of prototypes appearing on roads soon. A full launch is planned for later this year.

With this potentially being one of Jaguar's biggest moments in its long history, it made sense to reach out to the designer who guided the brand's styling for over two decades and hear his take on the fresh direction.

Bold Lines Without the Grace

Ian Callum brings decades of experience. He started at Ford in the late 1970s and rose to lead design at Jaguar in 1999. He departed in 2019 to launch Ian Callum Design.

During a conversation focused on his work with the Aston Martin Vanquish, the topic turned to his old employer and the latest Jaguar models.

Callum pointed out that the new concept misses a vital quality: beauty.

'The Type 00 is very bold and dramatic. It lacks beauty. I will not deny the boldness or drama. The proportions are extreme. For me they feel too retro, yet the overall stance shows courage. It comes across as brutal but misses beauty, and Jaguar has always stood for beautiful design. This is not a poor effort, yet it skips that essential Jaguar trait.'

Callum understands beauty well. Over his 20 years heading Jaguar design he created many memorable models including the XF and XJ sedans plus the XK and F-Type coupes.

He also shaped the forward-looking I-Pace, which remains one of his proudest achievements. His last project at the brand was the striking C-X75 concept. Though it stayed a show car, elements of it can still be experienced through his current studio.

Electric Powertrain Hurdles

Callum sees more than just styling concerns. He thinks the electric drivetrain itself may hinder the large model's success as buyers move away from costly EVs.

'The main challenge for this car will be its electric nature. That is simply reality. Electric supercars have struggled to find buyers. Supercar customers rarely care about fuel use. They are often older buyers who value engine sound and gear shifts. That preference will not last forever.'

Callum raises a fair issue. Industry leaders have noted similar resistance in the luxury performance segment. Buyers at the top end show little interest in electric hypercars right now, viewing them as limited in appeal.

The path ahead for Jaguar's first ultra-luxury EV remains uncertain. Time will reveal how the market responds.