Two Feline Competitors: Audi's Concept C Strike versus Jaguar's Type 00 Stumble

Jaguar and Audi have unveiled their electric sports car concepts, each taking a unique approach to the future of performance vehicles.

Jaguar's all-in EV strategy is a high-risk, high-reward gamble, with the company betting on a radical reinvention to attract a new, younger, and wealthier clientele. The Jaguar Type 00, a dramatic and divisive electric sports car, is the result of this ambitious strategy.

The Type 00's design, called perplexing, features a massive "strikethrough" element on the front and rear, butterfly doors, and proportions that feel more architectural than automotive. However, its reception has been mixed, with many longtime fans and critics finding it awkward and disconnected from the brand's identity. The car bears little resemblance to the recently discontinued F-Type, a car celebrated as the spiritual successor to the legendary E-Type, and this radical departure is a core part of Jaguar's "Reimagine" strategy.

On the other hand, Audi's electric strategy is one of pragmatic evolution. The Audi Concept C, an electric sports car, is a sleek, titanium-hued roadster with a single, sharp character line defining its powerful shoulder. The design shares a surprising amount of DNA with the Jaguar Type 00, favouring large, uninterrupted surfaces and monolithic forms, but they represent two fundamentally different philosophies.

The Concept C signals a future where electric performance cars can coexist with and learn from a rich internal combustion heritage, a message of continuity and confidence. Audi's Concept C design feels like a natural progression, assuring brand loyalists that the soul of Audi's performance cars will endure. The Audi Concept C was met with widespread acclaim, being hailed as a stunning and worthy successor to the TT.

The Concept C's "shy tech" interior and focus on high-quality materials were praised as a return to driver-focused, tactile luxury. The Audi Concept C is an evolutionary design, a car that feels both futuristic and recognizably Audi, with a "vertical frame" grille that is a clever nod to the brand's 1930s Auto Union Type C racers.

In contrast, the Jaguar Type 00 feels like a revolution or a schism, intentionally jarring in design compared to past models, with a move that has proven far more controversial. By severing ties with its beloved design history, Jaguar risks alienating the very enthusiasts who have championed the brand for decades.

However, it's important to note that in the journey to an electric future, bringing your heritage along for the ride is a far more popular and likely successful approach. Only time will tell if Jaguar's bold, artistic statement will connect with the brand's soul or if Audi's evolutionary design will resonate more with consumers.

In the end, both Jaguar and Audi are making bold moves to shape the future of electric performance cars. While their approaches differ, they share a common goal: to create cars that excite, inspire, and push the boundaries of what's possible.