Jaguar boss slammed after unveiling new ‘Barbie pink’ electric car

It has divided opinion

Concept images of the new all-electric vehicle were shared online by car magazine Autocar ahead its official reveal.

This new car, which is shown off in a bright “Barbie pink”, is all-electric and features LED lights, large alloy wheels and a rear-view camera in the place of a windscreen.

The leaked images of the concept car features slim, LED lights and large alloy wheels. It does not have a rear windscreen, instead boasting a rear-view camera on each side.

The new design comes as the iconic car company looks to rebrand, a change which has angered its once loyal fanbase.

The design looks to attract a wealthy, young audience - a stark contrast to Jaguar’s typical user.

After leaking the images, Autocar described the product as 'completely unrelated to any Jaguar model that has gone before'.

Despite the backlash, Jaguar bosses have stood by the new design and criticised the 'vile hatred and intolerance' that they have been subject to online.

The company ditched its instantly recognisable 'growler' cat logo as part of a rebrand featuring bright colours, models and a promise to 'break moulds' and 'create exuberant'.

As the company were accused of abandoning fans for a new, younger demographic, boss Rawdon Glover said its message had been lost in a 'blaze of intolerance'.

He told the Financial Times: “We need to re-establish our brand and at a completely different price point so we need to act differently.

“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”

However, customers pointed out that the car company's advert failed to feature a single car.

Instead, the advert features models exiting a lift and moving into different poses while different slogans appear on screen like 'live vivid', 'delete ordinary' and 'copy nothing'.

Responding to the ad, Tesla boss Elon Musk asked the company: "Do you sell cars?"

Jaguar replied: "Yes. We'd love to show you" followed by an invite to a promotional event.

In an accompanying press release Jaguar claimed to have 'completely transformed the Jaguar brand' and hailed it as a 'new era'.

Furthermore, they have now discontinued five models which they say had 'close to zero profitability'.