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JLR announced the transition to electric vehicles in 2021, keeping all of its three British plants open as part of the strategy.
It said the decision to stop selling new Jaguar cars in the UK last month was a deliberate move to “create some breathing space” before unveiling its new look.
The Type 00 model unveiled at a Miami art fair is a concept car and so will not go into production for sale to the public.
Instead, the vehicle, which features an ultra-long bonnet and big wheels, gives a pointer to the direction of the brand’s new models.
Mr Glover said Jaguar had “ripped up the rulebook” with the new design, which is also intended to evoke Jaguars past when the brand was in its heyday.
The rebrand comes with a higher price point, with Jaguar aiming for the luxury market.
“Nobody needs a vehicle at £120,000. You have to want one,” he said.
“Overall, this has got that sense of real occasion. And that’s that’s what we think is perhaps missing in that luxury EV space,” he added.
But many on social media were nonplussed by the preview.
James May, broadcaster and former presenter of Top Gear, said he was “slightly disappointed” by the design and its price.
“I wanted something more futuristic,” he told the BBC. “I mean, Jaguar have been saying they will copy nothing, but there’s quite a bit of other concept cars in that new Jag.”
May said Jaguar cars had traditionally been “very reasonably priced compared with, for example, Aston Martin”.
“So I’d like to see something more like half the price that they’re toting at the moment.”
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