Bembli is so delusional. "No one wants to offend anyone anymore". ROFL. No one was offended by the F-Type. As I see it only he and his trans deranged MAGA weirdo fanbase were offended by the new car.
Exactly! There's just never any need for a mean comment. Even watching a 100 year old company shattered by political agenda by people who label any negativity as big*try. A mean comment is just _SO_ overboard. Dear God.. how much soy? Yes.
You are making a common designer mistake not including packaging! Why does this electric car need a long hood if it does not contain a long straight 6 or v 12 engine? The flat and heavy battery pack will certainly not be under the hood! 😂
Very good point. For me it looked like some hasty design from a company in panic mode. As an EV it makes zero sense, as interior space is luxury (elongated Maybach or Mercedes S class for example) so why to waste that potential?
The profile of the Jaguar 00, in every direction, is a direct copy of the Rolls Royce Spectre. This is true overall, and to the detail such as the front grill (horizontal v. vertical slats) and the oversized wheels (where Jaguar copied the spokes).. Jaguar 00 is aiming to be the "poorer" man's Spectre.... and sell to China.
I graduated from a design college and went to school with some very talented, established designers. To me this looks like a 2nd term student project. I my opinion it is not well thought out. Like a beginner learning a 3d program.
I drew stuff in middle school. This looks like me, trying to make the old Batmobile, while getting bored during the math class, using the checkered pattern on my notebook. This is just a concept some intern made with an AI software, so Jaguar has something to show. The final car will not look like this.
the new jaguar feels like fashion design. it ditches the traditional automotive design and brings the extremes from fashion shows to a car. considering their customers, this might work out. im excited to see how it goes.
@@NilsFrederking did you not watch the video? it was literally discussed that jaguar's 'classic customers' were basically becoming less and less so they decided to go for a new direction, because otherwise it would not have been sustainable anyways. They are now looking to attract a new, different type of client.
The F-TYPE is over 10 years old ... and looks very modern till now. We used to own BMWs and Mercedes all our lives but these brands are not exclusive and pretty enough today. Jaguar F-Type was the only option so we got 2 of them with a V8 engine. There's a big gap on the market for people looking for exclusive cars with big engines and which look genuinely stylish, sexy and expensive!
I doubt that experienced car designers were involved in this rediculous calamity. It looks more like an exercise of a bunch of first semester fashion designers.
You totally missed Berks point, experienced car designers are not the major shot callers for stunts like this, if its the way of the creative direction, what can you do?
@@Diogenes_83425 calm down, i wasnt defenfing this shitshow, nobody has to buy this god awful car, i am just highlighting that there were most likely very skilled car designers involved, but it doesnt matter if the creative direction is forcing them to work with this strict postmodern briefing. The briefing says make it ugly or lose your job.
@@postmodernerkindergartner960 Oh, ok I missed your point. Btw. are the Designers of the 00 publicly known? A quick Google search didn’t produce names.
I was hoping you would call out the obvious. It's not beautiful. It's not original. It's not modern. It does not look like a drivers car. It's an ugly, dated pastiche of what people in the 1930's thought cars would look like in the future. I don't care how many talented professionals worked on this, it's still horrid. I would probably feel more angry about Jaguar destroying what little credibility they had left, except for the fact, that I find it very hard to believe that they will make a car anything like this. The production car is, after all, still two years away. They still have plenty of time to change direction again, and waste everyone's time again. Because that is what this whole cynical exercise is all about. Seeking attention, and wasting everyone's time.
It may be, if it was a Hyundai or a Kia. But it still wasn't good looking enough to wear the Jaguar badge and price , hence the sales disaster. Jaguar made a lot of errors, first their cars looked old, then they overcorrected with some "modern" designs, that weren't good enough. People instantly recognized a "Jaaaag" , when they saw one, but nowadays they just see a generic looking car, which can easily wear any other logo. You can go outside in any parking lot and look at the cars, let's say a silver Audi A4 and a silver Ford Mondeo of the same year. Even from a distance, without seeing the Audi logo, you will recognize which car looks classier. Jaguar failed to do that, and now they got desperate.
As a person who is working on his portfolio and learning on to improve my sketches in photoshop, i was really shocked to see that the first designs were that basic, i mean any junior student could acomplish that level of drawing. Seeing the model then on pictures I must say it does look better than the drawings and the side view doesnt look that bad too, however it just makes Jaguar lose all of their originality and character lines that their cars originally have imo. But what you say is just what i think they wanted to receive and its for people to talk about them even if its bad coments.
Excellent commentary. My thoughts were similar on my first exposure, but I give them kudos for testing the boundaries and breaking out of the 'me too' school of design. This is a work in progress.
One thing I learned working as a concept designer is that 90% of experienced designer opinions in an org are BS that exist purely to assert their position in the hierarchy. Like film critics, the biggest problem with pro designers is that they're way too buried in the medium to be able to understand what the consumer actually wants or will respond to. Please note I am *not* suggesting Jaguar have got this right (though I personally love this car even while hating the rebrand). What I am suggesting is that when a pro says something subjective like "it's too simple" or "it lacks appeal" or whatever, they're 100% talking out their ass. Unless they're your boss and could fire you, ignore them. I don't care if they designed the original E type.
@@rodolfoo3015 becuaseeee…. Different languages, different cultures, different countries exist beside your own? Symbols have represented things round the entire planet since the dawn of humanity
Being a designer I got it a thought. So much that I got a dream today of perfect Jaguar presentation where they didn’t dropped the old ways but introduced the new line of vehicles with this completely different branding. And also made a new Jag with crazy slick design destroying some norms while doing that but sticking with Gas and Oil and true petrolhead values. Sadly it was a dream
As a concept, the 00 fits the bill. It shows the design style you are moving towards while being striking and creating conversation. As an actual vehicle, it just obviously isn't finished.
Why is everyone pretending jaguar is going to produce a car even remotely looking like this ? Jaguar has spend a gazillion dollars inviting automotive journalists and influencers and everybody is talking that the final product is actually going to look like this study prototype. The marketing that worked is not this Barbie Rolls Royce rip off but the hideous announcement of the car
It doesn’t need fixing. It’s a template for what we should expect from a forward looking car manufacturer. The people who want to fix it tend to be looking backwards and trying to make something that has already done. The audience for the new designs will be different and the design will act as a bridge to future developments. It’s not an attempt to reclothe an old machine for an old and dwindling audience. Conventions sometimes need to be discarded to create true progress. Well done Jaguar!
In two years, the world will have changed so much that people will be looking for simple, bland and laconic forms. Therefore, such a concept in the future will be perceived as a sip of clean water. People are tired of sugar and sweets, they just want a sip of clean and cold water.
It's a great design, for a fridge freezer. Other than that I think it takes all the worst things from current car design cliches and glues them all together in one package. I'm guessing it will weigh north of two tons and be bigger than all parking the spaces in the world.
Take it from a professional car designer: Honestly it needed to be done. This is essentially “Range Rover”the car. I do however don’t like the market or rebranding. But the design is a statement. A design portfolio NEEDS to show vision BUT a vision that is backed with research and reasoning. That is the true role of a designer. Interpret your thinking behind the design. Keep this in mind: a great design portfolio shows range of design languages (ex. expressive surfacing like Alfa Romeo to precision like Audi) Professional car designers obviously look at the technical skills BUT we don’t want to see young designers do exactly what is done with the brand today. Take the brand values and PUSH IT.
I kinda like it - maybe because 25 years ago I sketched a huge 2door car that looks 90 percent like this, the only difference was that in mine the tail was a bit more like a beaked boattail akin to the Buick Riviera. I spent countless hours on it but it felt weird to work on because there was nothing like it on the road: it had the proportions and size of megacars from the 1920s like a Duesenberg but my idea was it to shape the body as if it was cut out of a bar of soap and make a clear contrast to the multitude of shapes that were on the road then. But today, with the revival of the Multimillion bespoke and somewhat blocky Megacars my own idea feels completely up to date. Also, there is, especially in fashion and design, a rhythm to the popularity of things. Therefore, often if You have an idea, maybe it will be the thing someday. About the Type 00: I think the lack of curves and ornamentation could be compensated by the quality, feeling and look of the materials used on the exterior. The 00 Concept has one thing going for it tho: nothing about the design feels like an afterthought. Per example I always questioned the taillights of current Rolls-Royces... they used to be a natural extension of the fenders back in the 60s and 70s... and now they feel like they had to put them there to create a visual connection to the Silver Clouds, Shadows and Phantoms of old. The Silver Spurs and Spirits however also looked like Rolls Royces but without trying to look like one - at least in hindsight. I hope this makes sense... :D
In other words: 1. For your portfolio, you must demonstrate what you're capable of doing. It should impress in terms of aesthetics but, more importantly, in terms of skill. 2. Once you get hired, you must apply your skills to align with strategic market decisions. The final product (in most cases) may not reflect your preferences and might require only 30% of your skills, but 500% of your patience and humility :)
6:10 When Telsa does it, it's because there is no legacy to the Cyber truck it's a new concept. However, there is a legacy with Jaguar, and that's why people have high expectations to continue on from the F type, E type, and other Jaguar coupes.
all students should be pushing the limits and experimenting with new design. Its the time now to revolutionize the automative design market. Its a great time! Vehicles were stuck in this neutral same design style. If EV is the next chapter than it is OK to push design to the boundaries because we fully don't understand or know how to really design an EV inside and out. Things might drastically change and may need to adapt. By the way I am not a car person at all but if I saw a Jaguar like that riding on the street I would know it was a Jaguar without thinking twice.
We’ve all complained and complained why don’t car manufacturers build their concept cars and now jaguar comes out with this gorgeous car. That is actually something that I would drive. I would drive an electric vehicle. If it looked like this, this is beautiful this is a work of art I’ve been on this planet for almost 50 years And every time I see a concept car I’m like oh my God please god that is so cool it’s beautiful the lines are gorgeous. The proportions are gorgeous everything about the vehicle is gorgeous and then what do they give us the fucking Ford Taurus. Jaguar is finally going to produce an actual concept car from the pages to reality. Hopefully hopefully this car will look like this at the time of production. If it changes drastically I will probably be out of the market for one, but as it stands right now, this car is so beautiful and so, well designed that this is it. I absolutely love this car and I think the people who don’t like this car are so stuck in an antiquated form of design that they can’t see progress being made. Finally a car company is producing some thing that is futuristic different and bold so now let’s just wait and see if the final product looks like this because if it doesn’t I don’t want it but if it does then I’ll take two. It’s a shame that a car company has finally building a concept car that is going to jump off the pages and into reality and what do we do? D we shit all over it we don’t deserve nice things because half of you wouldn’t recognize a nice thing if it slapped you in the face. I’m sure half of most of all of your introductions to design were with a mother, who thought live laugh. Love was the pinnacle and height of design in home decor.
Honestly I wouldn't mind seeing this on a portfolio, considering it's always good to show some bandwidth, of course. I don't like or dislike this car. Still a show car and for the sake of the statement they had to make some decisions. It they were right on wrong decisions is not on us to judge. It is their brand and they have to make the decisions where to take it, and actually, it's also on them to define what it is a Jag or not. If a company was successful at a point, or if they had their time in the sun, it was because in certain way they were disruptive. Again, not saying this was disruptive for the industry, but for the brand it certainly was. Thanks for the video Berk. Stay cool :)
Dear Berk. As with an art critic that has spent so long in the art world they cannot see actual beauty and artistry from the confused and abstract so to can designers. There is no way this design can be called nice…
Same with the being tired of the “I fixed” it got old with the f80 real quick when every designer was just removing the black stripe on the front and making minor or needless changes that didn’t reflect the design language of the car or Ferrari.
Jaguar nowadays hires only on a positive discrimination, diversity hire basis. So they do not get the cream of the crop, who have dedicated and fine tuned their natural abilities, whatever their "identity". As a result, you now see clichéd, amateurish attempts by second rate designers. They have also completely given up on engineering now, judging by the number of recalls and reliability issues on their vehicles now. They forget that they were a car manufacturer, and not a political activist group. Nobody cares about your politics when they are stuck on the side of the road, in an ugly, broken down car. They just want a car that works, that they can use to pickup the kids or get to work.
-Bold move? Sure why not. -Is it gonna make head turns? Yes but not because it looks as good as Lambo or similar cars, it's gonna make heads turn mostly because it's fugly. -Is it gonna sell as good as other cars in same category? Yeah probably not. -Would I take one for free? Sure why not, would be fun watching it go in flames. -Are they gonna mass produce this? Maybe, hope not.
please Berk! Can you do redesigns of cars, like Sketchmonkey for example. This is so fun to watch and also gives us viewers new ways to think when we design cars. Love ur content Berk. Such an insperation and you are one of the reasons I will study car design. ❤
Don't know but for some reason that tiny white spot in the background at the top left half of the frame was disturbing me from focusing on the topic. But I still managed to stay focused and got your point. Thanks for bringing this video.
unPOPuplar opinion but I think we are on the same page. Other than the ad campaign, I think jaGuar took a massive risk and brought something refreshingly uncomfortable to our design space. They knocked it out of the park. Like the Cybertruck, I want it to go into production and bring something new to the roads. Bravo! As a surfacing guy, the exterior looks amature and lets admit it, we all drew or modeled this car in design school before we learned about lead in. The anti-automotive styling is what is new, and like you said, having a brand do it, makes a statement.
When I heard Jaguar had 15 DEI departments involved I knew it was done. If this is meant to be “ better bad news than no news” Jaguar succeeded but there is nothing here that excites. Sometimes designers design for designers completely missing the public, modern architecture is a fine example of this, though there are some great modern buildings. When Flaminio Bertoni designed the 1957 Citroen DS there was no need of a PR group, to tell people how great the design was or its technological innovations, it was an instant hit, that lasted well into the 70s. I saw the Jaguar lunch and the PR crap; good design especially cars like Jaguar that need to convince the audience are no different than explaining a joke, it doesn’t work.
The car , no one cares that much, but the type of marketing they did, the "re-imagining" of the logo, that is what everyone is hating, like wtf is that.
The Cybertruck has something aggressive and sexy about its shape, and we can also expect something cyber-futuristic from Tesla. But the Jag had different vibes and we could never have expected it to turn into a glamorous parody of the RR 🥲 This discrepancy can turn any car design, regardless of its appearance, into an object of hatred
In my opinion the main problem of this jag is lost of some identity or personality , cause it looks a lot like some old concepts in terms of design language (“Oldsmobile recon” is basically the same) Look alike rolls Royce or Audi isn’t a problem , the problem is that bold statements of marketing doesn’t mean anything, I would like to see some really fresh design even if it would be drastically different from all of the heritage jag has , but its just “meh”, cool proportions, nothing interesting in other parts of this car , want to see how they will do first road version , wish them luck P.s. English isn’t my first language , sorry for mistakes
The problem with current Jaguar is that they acting like the design was the problem why they cars werent selling. We all know thats not true, problem was with low quality build to the point that even Top Gear did special episode laughting about it.... But simmilar thing is with Alfa and other Italian cars. So this controversial change with (poor) design is not gonna help if the quality is still shit.
The bad quality doesn't surprise me. The same company also makes the Tata Nano, the world's cheapest, worst quality car ever built. You would be better walking, than buying either a jag or a Nano.
Concidering disigns we saw from Your Disign University video, where I could see only a bunch of porduct-designed fancy refrigerators, this is what designers are taught to do now. Here is the result. After Your video, I had the same feelings as You have now. Those designes were somehow soulless
Yea wtf, why are current car designers unless given some pie-in-the-sky supercar proj are essentially farting out what industrial designers do when they create countertop appliances?
I cannot understand who this is aimed at. This cannot be a replacement for the XE, XF or XJ. What is this trying to achieve? The Sierra may have been very radical but anyone who cared knew it was the successor to the Cortina.
Please make a video how as a commercial designer with the help of an A.I. , you would have designed this new upmarket Jaguar...that also resembles the modern look and the company lineage..! Nice info by the way. ~ Regards and Namaste~
Am I the only one who sees it? It looks like a Mattel Hot Wheels car, circa 1969. I liked Hot Wheels. I'm not sure why so many people have taken offense.
Someone here mentioned packaging. There really isn’t a good reason for the bonnet section of the car to be as long as it if it doesn’t have an engine. The vehicle here is also too wide to be conveniently used a frunk. I know it’s a concept car but it’s an odd decision to have when you expect this concept car to reflect their new design language
In my early 20s I used to make 3d models of cars(10-15 years ago), mostly my designs, for fun. I am not a car designer and didn't study at any design school, but used to have a few online friends that later became engineers, mechanics and one a real car designer. So since I like cars I also saw quite a lot of designs over the years. These "Jaguars" are amateurish. it's what we'd make when we had more imganiation than technical skills or what we'd make fast and then get stuck with no more ideas to where to take the design.
Hi Berg, you are totally right that the car development is very complex and it is nearly impossible to know all the points behind the design. My opinion is that as a showcar it is ok. The show car should introduce the design language. But in this case will be wery difficult to create a production car of this. This design is not functional of many reasons. And the other steps of Jag I do not want to comment at all ... I would be rude...
A key part of that aesthetic is the wheels flush with the bodywork. But that is unworkable nonsense - it wouldn't handle even a small pothole. But move the wheels into a realistic position and the aesthetic is entirely different.
you have to ask who is going to buy this car....it may be beautiful, a may break design boundaries , but if these need to be sold at significant scale the market will be extremely limited at 125k+ a piece. This car is an aesthetic modern piece of art which might be appreciated, not a vehicle most consumers would want or afford
Is there a reason that you haven't researched the design team and creative direction? It's all here on YT, and explains exactly why they've designed the Type-00 the way they did. Also, community/collaborative design and giving marketing/sales any say in the matter of design... is a recipe for failure whether it's architecture, layout/graphic... or witness Jaguar... car design.
Nobody was buying the “Jaguar " look, hence they're trying to change. They already said they're going move price up to 150k plus so they're looking for the rich person that wants to be seen, like the people buying Tesla trucks for 160k . It's not for the average buyer...
Marketing seems to have trumped design and car manifacturing, which is an increasingly common problem in car design! The design of the 00 is a complete disastore and I applaud the designers of Jaguar for still managing to do it professionally, it's not their fault.
I like the design of this car, it reminds me with the latest Range Rover vogue + this design still concept, new jaguar cars going to look like Range Rovers
Though I am not fond of the design concept personally, I do understand they are testing the water. With testing the water, if they aren't lowering the price of the vehicle, then the buyers they are targeting may never become new customers.
I've loved cars all my life and I'm in my late 50's now. Honestly I don't understand why anyone would buy one of these modern cars. Anything past about 2014, or maybe before that seems like a disposable car. It seems like all of the car manufacturers have followed Apple with the iPhone mindset. These cars are now disposable. The way they're built means that what would be a $3k repair on an older car is now a 40k repair. you can't fix these cars in your driveway in most cases. I find it disgusting that cars are now seen as disposable every 3-5 years. I'm so grateful that I don't have any kids. It seems like the "adults" in this modern world have zero consideration for future generations. What are we going to do with all these batteries? The batteries don't even seem that safe in the present, let alone when there are hundreds of thousand of them needing to be disposed of. I bought my last new car when I purchased my 2009 Jaguar XKR. Ian Callum got that design right in my opinion, I don't ever see another car I like more than mine. If I get another car it will be a used car built in the 90's or earlier. There are so many ways we could recycle the cars we already have.
Jaguar F type with flared arches and a lift kit. So a suv. Kill the battery rubbish as it’s not the solution. V6-V8 with a hybrid hydrogen system. Boom, you’re welcome.
exactly man, every team different, design manager, head of design and some designers cas manager to engineering team and yeah apporval is quite different stage by stage. i stand on my ideation rather than take risk quickly and not to lose oppurtunity if it is time to adapt i have to adapt.
The worst thing is that the car represents the worst part of the car industry. It's greenwashing, consumerism and virtue signaling at once. An impractical, high Cd-value, impractical car for people to show of their wealth. "Look, I can afford to buy an inefficient electric car and I will throw it away once the shock value of it's design wears off"
This was a concept car, not production car. Well not even. It was just a concept of the direction they might go towards. So I'm sure they weren't under some cost constraint that you mentioned. It just looks like an unfinished project. Well maybe they couldn't finish it because of cost constraint. lol
The type of person who buys this car is not buying it because it's a beautiful car design. They are buying it to make a 'shallow' narcissistic statement which says look at me, look at me!!
When you first lay eyes on a new car on the market, you will have one of three reactions: 1. Wow! 2. Meh. 3. Yuck. When I first laid eyes on the new Cadillac design language, I said "Meh." When I first laid eyes on the new Cybertruck, I said "Yuck." When I first laid eyes on the new Jaguar design language, I said "Yuck." Though I might have been kinder and just said "Meh." But NO WAY is this new Jaguar a "Wow!" Why should a well-heeled consumer spend such big bucks on a "Meh" or a "Yuck"? If you can't answer that question, then we are witnessing the END OF JAGUAR.
I think that the company Yagura wanted to become provocative and extraordinary, to spit on its classic and traditional forms. But many provocative concepts were created, and these concepts were created so that marketers could advertise the brand through hate, that is, they wanted to manipulate the reaction. They are repeating the path of the BMW XM, although there the engineers did an excellent job in terms of technology and the designers experimented and this affected the sales of this car.
No sketch monkey was hurted in this video
Bembli is so delusional. "No one wants to offend anyone anymore". ROFL. No one was offended by the F-Type. As I see it only he and his trans deranged MAGA weirdo fanbase were offended by the new car.
😂😂😂
Not only him
It now seems like we have mad designers as head of designs
the best comment
*hurt
He's so honest, but he doesn't go overboard with roast or mean comments about the car.
Respect you, Mr. Berk!
He should have it’s a piece of crap.
Exactly! There's just never any need for a mean comment.
Even watching a 100 year old company shattered by political agenda by people who label any negativity as big*try.
A mean comment is just _SO_ overboard.
Dear God.. how much soy? Yes.
You are making a common designer mistake not including packaging! Why does this electric car need a long hood if it does not contain a long straight 6 or v 12 engine? The flat and heavy battery pack will certainly not be under the hood! 😂
Battery will most likely be the flat floor of the car. That’ll make a really nice frunk, though.
It is going to be a 4 door car - ;)
It's a Batmobile. Batsy got stuff under that hood.
Very good point. For me it looked like some hasty design from a company in panic mode. As an EV it makes zero sense, as interior space is luxury (elongated Maybach or Mercedes S class for example) so why to waste that potential?
Because long hoods look great. Not here but they do usually.
tunedbyai AI fixes this. Designer Berk Kaplan's Jaguar project.
The profile of the Jaguar 00, in every direction, is a direct copy of the Rolls Royce Spectre. This is true overall, and to the detail such as the front grill (horizontal v. vertical slats) and the oversized wheels (where Jaguar copied the spokes).. Jaguar 00 is aiming to be the "poorer" man's Spectre.... and sell to China.
Copy nothing 😂
Copy woke delirium🎉
I believe a pro designer would actually analize the design instead of rambling so much
Well said!
@@NoosaHeads My god this dude sure knows how to talk long about nothing in particular
@@resfinita srsly now he talking about the cybertruck
I graduated from a design college and went to school with some very talented, established designers. To me this looks like a 2nd term student project. I my opinion it is not well thought out. Like a beginner learning a 3d program.
I drew stuff in middle school. This looks like me, trying to make the old Batmobile, while getting bored during the math class, using the checkered pattern on my notebook.
This is just a concept some intern made with an AI software, so Jaguar has something to show. The final car will not look like this.
the new jaguar feels like fashion design. it ditches the traditional automotive design and brings the extremes from fashion shows to a car. considering their customers, this might work out. im excited to see how it goes.
So you want to suggest that the classic Jaguar customer was looking for extremes like in fashion? I highly doubt that.
@@NilsFrederking did you not watch the video? it was literally discussed that jaguar's 'classic customers' were basically becoming less and less so they decided to go for a new direction, because otherwise it would not have been sustainable anyways. They are now looking to attract a new, different type of client.
@@GSicKzAh yes, the "modern audience", like in the movie and gaming industry. Wonder how that will go...
The F-TYPE is over 10 years old ... and looks very modern till now. We used to own BMWs and Mercedes all our lives but these brands are not exclusive and pretty enough today. Jaguar F-Type was the only option so we got 2 of them with a V8 engine. There's a big gap on the market for people looking for exclusive cars with big engines and which look genuinely stylish, sexy and expensive!
I doubt that experienced car designers were involved in this rediculous calamity. It looks more like an exercise of a bunch of first semester fashion designers.
NOT DESIGNERS.....CLOWNS
You totally missed Berks point, experienced car designers are not the major shot callers for stunts like this, if its the way of the creative direction, what can you do?
@@postmodernerkindergartner960 So you buy a car because of "the way of the creative direction"? Good Luck with that.
@@Diogenes_83425 calm down, i wasnt defenfing this shitshow, nobody has to buy this god awful car, i am just highlighting that there were most likely very skilled car designers involved, but it doesnt matter if the creative direction is forcing them to work with this strict postmodern briefing. The briefing says make it ugly or lose your job.
@@postmodernerkindergartner960 Oh, ok I missed your point. Btw. are the Designers of the 00 publicly known? A quick Google search didn’t produce names.
I was hoping you would call out the obvious.
It's not beautiful.
It's not original.
It's not modern.
It does not look like a drivers car.
It's an ugly, dated pastiche of what people in the 1930's thought cars would look like in the future. I don't care how many talented professionals worked on this, it's still horrid.
I would probably feel more angry about Jaguar destroying what little credibility they had left, except for the fact, that I find it very hard to believe that they will make a car anything like this. The production car is, after all, still two years away. They still have plenty of time to change direction again, and waste everyone's time again.
Because that is what this whole cynical exercise is all about. Seeking attention, and wasting everyone's time.
Agree 💯. How the hell did they nail the Range Rover design, but can’t figure out how to make a nice Jaguar?
"...but if Bruce Wayne saw the Jaguar Type 00 in your portfolio, he would ask himself, "Could I cram a jet engine under that hood?"
The F-Type is GORGEOUS
It may be, if it was a Hyundai or a Kia.
But it still wasn't good looking enough to wear the Jaguar badge and price , hence the sales disaster.
Jaguar made a lot of errors, first their cars looked old, then they overcorrected with some "modern" designs, that weren't good enough.
People instantly recognized a "Jaaaag" , when they saw one, but nowadays they just see a generic looking car, which can easily wear any other logo.
You can go outside in any parking lot and look at the cars, let's say a silver Audi A4 and a silver Ford Mondeo of the same year. Even from a distance, without seeing the Audi logo, you will recognize which car looks classier. Jaguar failed to do that, and now they got desperate.
@@scratchy996 its among the best looking cars of the past decade... but of course it's not just about looks.
To look at.
It's garbage though.
@@Dsteen12345 If this is their "best" car, then that says something about the sad state of the company.
@@ThreeWheelFlyer easily one of the best looking cars across all brands over the past 10 years
As a person who is working on his portfolio and learning on to improve my sketches in photoshop, i was really shocked to see that the first designs were that basic, i mean any junior student could acomplish that level of drawing. Seeing the model then on pictures I must say it does look better than the drawings and the side view doesnt look that bad too, however it just makes Jaguar lose all of their originality and character lines that their cars originally have imo. But what you say is just what i think they wanted to receive and its for people to talk about them even if its bad coments.
Agree. People are not talking about Rivian or Alfa Romero but Jaguar became a known brand in younger people’s consciousness overnight.
Excellent commentary. My thoughts were similar on my first exposure, but I give them kudos for testing the boundaries and breaking out of the 'me too' school of design. This is a work in progress.
It's not just a Zero, it's a double Zero.
haha well now I know why its s"oo" shit
One thing I learned working as a concept designer is that 90% of experienced designer opinions in an org are BS that exist purely to assert their position in the hierarchy.
Like film critics, the biggest problem with pro designers is that they're way too buried in the medium to be able to understand what the consumer actually wants or will respond to.
Please note I am *not* suggesting Jaguar have got this right (though I personally love this car even while hating the rebrand). What I am suggesting is that when a pro says something subjective like "it's too simple" or "it lacks appeal" or whatever, they're 100% talking out their ass. Unless they're your boss and could fire you, ignore them. I don't care if they designed the original E type.
the double zero sign in my country (and I bealive in others too) is the sign for the restroom
What?
Yes exactly, and sometime is the type of flour
@@rodolfoo3015what’s difficult to understand about this ?
@@usernamesta3334 how 00 means restroom?
@@rodolfoo3015 becuaseeee…. Different languages, different cultures, different countries exist beside your own? Symbols have represented things round the entire planet since the dawn of humanity
Thank you Berk, this is a great way to review someone's design with the focus on educating students who want to think and learn
This is such a bland bot account response.
@@DB742 hope your reply made you feel better, whatever works for you, man
Being a designer I got it a thought. So much that I got a dream today of perfect Jaguar presentation where they didn’t dropped the old ways but introduced the new line of vehicles with this completely different branding. And also made a new Jag with crazy slick design destroying some norms while doing that but sticking with Gas and Oil and true petrolhead values. Sadly it was a dream
As a concept, the 00 fits the bill. It shows the design style you are moving towards while being striking and creating conversation. As an actual vehicle, it just obviously isn't finished.
Why is everyone pretending jaguar is going to produce a car even remotely looking like this ? Jaguar has spend a gazillion dollars inviting automotive journalists and influencers and everybody is talking that the final product is actually going to look like this study prototype.
The marketing that worked is not this Barbie Rolls Royce rip off but the hideous announcement of the car
It doesn’t need fixing. It’s a template for what we should expect from a forward looking car manufacturer. The people who want to fix it tend to be looking backwards and trying to make something that has already done. The audience for the new designs will be different and the design will act as a bridge to future developments. It’s not an attempt to reclothe an old machine for an old and dwindling audience. Conventions sometimes need to be discarded to create true progress. Well done Jaguar!
In two years, the world will have changed so much that people will be looking for simple, bland and laconic forms. Therefore, such a concept in the future will be perceived as a sip of clean water. People are tired of sugar and sweets, they just want a sip of clean and cold water.
A car with such unique design that to me is a work of art is the fiat coupe, from every angle its beautiful with aesthetic lines!
AND that's the problem, too many cooks in the kitchen. I long for the days of ONE designer in a room with a huge clay block.
It's a great design, for a fridge freezer. Other than that I think it takes all the worst things from current car design cliches and glues them all together in one package. I'm guessing it will weigh north of two tons and be bigger than all parking the spaces in the world.
Take it from a professional car designer: Honestly it needed to be done. This is essentially “Range Rover”the car. I do however don’t like the market or rebranding. But the design is a statement.
A design portfolio NEEDS to show vision BUT a vision that is backed with research and reasoning. That is the true role of a designer. Interpret your thinking behind the design. Keep this in mind: a great design portfolio shows range of design languages (ex. expressive surfacing like Alfa Romeo to precision like Audi)
Professional car designers obviously look at the technical skills BUT we don’t want to see young designers do exactly what is done with the brand today. Take the brand values and PUSH IT.
I kinda like it - maybe because 25 years ago I sketched a huge 2door car that looks 90 percent like this, the only difference was that in mine the tail was a bit more like a beaked boattail akin to the Buick Riviera. I spent countless hours on it but it felt weird to work on because there was nothing like it on the road: it had the proportions and size of megacars from the 1920s like a Duesenberg but my idea was it to shape the body as if it was cut out of a bar of soap and make a clear contrast to the multitude of shapes that were on the road then. But today, with the revival of the Multimillion bespoke and somewhat blocky Megacars my own idea feels completely up to date.
Also, there is, especially in fashion and design, a rhythm to the popularity of things. Therefore, often if You have an idea, maybe it will be the thing someday.
About the Type 00: I think the lack of curves and ornamentation could be compensated by the quality, feeling and look of the materials used on the exterior. The 00 Concept has one thing going for it tho: nothing about the design feels like an afterthought. Per example I always questioned the taillights of current Rolls-Royces... they used to be a natural extension of the fenders back in the 60s and 70s... and now they feel like they had to put them there to create a visual connection to the Silver Clouds, Shadows and Phantoms of old. The Silver Spurs and Spirits however also looked like Rolls Royces but without trying to look like one - at least in hindsight. I hope this makes sense... :D
In other words:
1. For your portfolio, you must demonstrate what you're capable of doing. It should impress in terms of aesthetics but, more importantly, in terms of skill.
2. Once you get hired, you must apply your skills to align with strategic market decisions. The final product (in most cases) may not reflect your preferences and might require only 30% of your skills, but 500% of your patience and humility :)
6:10 When Telsa does it, it's because there is no legacy to the Cyber truck it's a new concept. However, there is a legacy with Jaguar, and that's why people have high expectations to continue on from the F type, E type, and other Jaguar coupes.
all students should be pushing the limits and experimenting with new design. Its the time now to revolutionize the automative design market. Its a great time! Vehicles were stuck in this neutral same design style. If EV is the next chapter than it is OK to push design to the boundaries because we fully don't understand or know how to really design an EV inside and out. Things might drastically change and may need to adapt. By the way I am not a car person at all but if I saw a Jaguar like that riding on the street I would know it was a Jaguar without thinking twice.
We’ve all complained and complained why don’t car manufacturers build their concept cars and now jaguar comes out with this gorgeous car. That is actually something that I would drive. I would drive an electric vehicle. If it looked like this, this is beautiful this is a work of art I’ve been on this planet for almost 50 years And every time I see a concept car I’m like oh my God please god that is so cool it’s beautiful the lines are gorgeous. The proportions are gorgeous everything about the vehicle is gorgeous and then what do they give us the fucking Ford Taurus. Jaguar is finally going to produce an actual concept car from the pages to reality. Hopefully hopefully this car will look like this at the time of production. If it changes drastically I will probably be out of the market for one, but as it stands right now, this car is so beautiful and so, well designed that this is it. I absolutely love this car and I think the people who don’t like this car are so stuck in an antiquated form of design that they can’t see progress being made. Finally a car company is producing some thing that is futuristic different and bold so now let’s just wait and see if the final product looks like this because if it doesn’t I don’t want it but if it does then I’ll take two. It’s a shame that a car company has finally building a concept car that is going to jump off the pages and into reality and what do we do? D we shit all over it we don’t deserve nice things because half of you wouldn’t recognize a nice thing if it slapped you in the face. I’m sure half of most of all of your introductions to design were with a mother, who thought live laugh. Love was the pinnacle and height of design in home decor.
Honestly I wouldn't mind seeing this on a portfolio, considering it's always good to show some bandwidth, of course. I don't like or dislike this car. Still a show car and for the sake of the statement they had to make some decisions. It they were right on wrong decisions is not on us to judge. It is their brand and they have to make the decisions where to take it, and actually, it's also on them to define what it is a Jag or not. If a company was successful at a point, or if they had their time in the sun, it was because in certain way they were disruptive. Again, not saying this was disruptive for the industry, but for the brand it certainly was.
Thanks for the video Berk.
Stay cool :)
Dear Berk. As with an art critic that has spent so long in the art world they cannot see actual beauty and artistry from the confused and abstract so to can designers. There is no way this design can be called nice…
Same with the being tired of the “I fixed” it got old with the f80 real quick when every designer was just removing the black stripe on the front and making minor or needless changes that didn’t reflect the design language of the car or Ferrari.
Finally someone making real thought about it considering the bigger scope of Jaguar and automotive design and markets.
Jaguar nowadays hires only on a positive discrimination, diversity hire basis.
So they do not get the cream of the crop, who have dedicated and fine tuned their natural abilities, whatever their "identity".
As a result, you now see clichéd, amateurish attempts by second rate designers.
They have also completely given up on engineering now, judging by the number of recalls and reliability issues on their vehicles now.
They forget that they were a car manufacturer, and not a political activist group. Nobody cares about your politics when they are stuck on the side of the road, in an ugly, broken down car. They just want a car that works, that they can use to pickup the kids or get to work.
-Bold move? Sure why not.
-Is it gonna make head turns? Yes but not because it looks as good as Lambo or similar cars, it's gonna make heads turn mostly because it's fugly.
-Is it gonna sell as good as other cars in same category? Yeah probably not.
-Would I take one for free? Sure why not, would be fun watching it go in flames.
-Are they gonna mass produce this? Maybe, hope not.
please Berk! Can you do redesigns of cars, like Sketchmonkey for example. This is so fun to watch and also gives us viewers new ways to think when we design cars.
Love ur content Berk. Such an insperation and you are one of the reasons I will study car design.
❤
Don't know but for some reason that tiny white spot in the background at the top left half of the frame was disturbing me from focusing on the topic. But I still managed to stay focused and got your point. Thanks for bringing this video.
unPOPuplar opinion but I think we are on the same page. Other than the ad campaign, I think jaGuar took a massive risk and brought something refreshingly uncomfortable to our design space. They knocked it out of the park. Like the Cybertruck, I want it to go into production and bring something new to the roads. Bravo! As a surfacing guy, the exterior looks amature and lets admit it, we all drew or modeled this car in design school before we learned about lead in. The anti-automotive styling is what is new, and like you said, having a brand do it, makes a statement.
The worst design choice was the "door mirror " cameras being right behind the front wheel arch, theyd just be covered in dirt all the time
Wrong is some way when you said "no one decision making"...there will always be only one decision making...
When I heard Jaguar had 15 DEI departments involved I knew it was done. If this is meant to be “ better bad news than no news” Jaguar succeeded but there is nothing here that excites. Sometimes designers design for designers completely missing the public, modern architecture is a fine example of this, though there are some great modern buildings. When Flaminio Bertoni designed the 1957 Citroen DS there was no need of a PR group, to tell people how great the design was or its technological innovations, it was an instant hit, that lasted well into the 70s. I saw the Jaguar lunch and the PR crap; good design especially cars like Jaguar that need to convince the audience are no different than explaining a joke, it doesn’t work.
Its correct when brand does it 😂😂😂
The car , no one cares that much, but the type of marketing they did, the "re-imagining" of the logo, that is what everyone is hating, like wtf is that.
The Cybertruck has something aggressive and sexy about its shape, and we can also expect something cyber-futuristic from Tesla. But the Jag had different vibes and we could never have expected it to turn into a glamorous parody of the RR 🥲 This discrepancy can turn any car design, regardless of its appearance, into an object of hatred
In my opinion the main problem of this jag is lost of some identity or personality , cause it looks a lot like some old concepts in terms of design language (“Oldsmobile recon” is basically the same)
Look alike rolls Royce or Audi isn’t a problem , the problem is that bold statements of marketing doesn’t mean anything, I would like to see some really fresh design even if it would be drastically different from all of the heritage jag has , but its just “meh”, cool proportions, nothing interesting in other parts of this car , want to see how they will do first road version , wish them luck
P.s. English isn’t my first language , sorry for mistakes
The problem with current Jaguar is that they acting like the design was the problem why they cars werent selling. We all know thats not true, problem was with low quality build to the point that even Top Gear did special episode laughting about it.... But simmilar thing is with Alfa and other Italian cars. So this controversial change with (poor) design is not gonna help if the quality is still shit.
The bad quality doesn't surprise me. The same company also makes the Tata Nano, the world's cheapest, worst quality car ever built.
You would be better walking, than buying either a jag or a Nano.
Concidering disigns we saw from Your Disign University video, where I could see only a bunch of porduct-designed fancy refrigerators, this is what designers are taught to do now. Here is the result. After Your video, I had the same feelings as You have now. Those designes were somehow soulless
Yea wtf, why are current car designers unless given some pie-in-the-sky supercar proj are essentially farting out what industrial designers do when they create countertop appliances?
I like it. Very gangsta from the future.
LGBT gangsta car
TBH the car itself dont look bad, looks out of a Noir Cyberpunk movie, if was in Piano Black or something would look very fancy
I cannot understand who this is aimed at. This cannot be a replacement for the XE, XF or XJ. What is this trying to achieve? The Sierra may have been very radical but anyone who cared knew it was the successor to the Cortina.
The Cyberpunk Era.
but gay
When a long hood become a crumbling zone, with the largest frunk in the world
Please make a video how as a commercial designer with the help of an A.I. , you would have designed this new upmarket Jaguar...that also resembles the modern look and the company lineage..! Nice info by the way.
~ Regards and Namaste~
Am I the only one who sees it? It looks like a Mattel Hot Wheels car, circa 1969. I liked Hot Wheels. I'm not sure why so many people have taken offense.
Please Dont tarnish hot wheels like that.
Someone here mentioned packaging. There really isn’t a good reason for the bonnet section of the car to be as long as it if it doesn’t have an engine. The vehicle here is also too wide to be conveniently used a frunk. I know it’s a concept car but it’s an odd decision to have when you expect this concept car to reflect their new design language
If design wasn t like this, we would not be where we are at now....Change always carries inertia.
In my early 20s I used to make 3d models of cars(10-15 years ago), mostly my designs, for fun. I am not a car designer and didn't study at any design school, but used to have a few online friends that later became engineers, mechanics and one a real car designer. So since I like cars I also saw quite a lot of designs over the years. These "Jaguars" are amateurish. it's what we'd make when we had more imganiation than technical skills or what we'd make fast and then get stuck with no more ideas to where to take the design.
Hi Berg, you are totally right that the car development is very complex and it is nearly impossible to know all the points behind the design.
My opinion is that as a showcar it is ok. The show car should introduce the design language. But in this case will be wery difficult to create a production car of this. This design is not functional of many reasons. And the other steps of Jag I do not want to comment at all ... I would be rude...
A key part of that aesthetic is the wheels flush with the bodywork.
But that is unworkable nonsense - it wouldn't handle even a small pothole. But move the wheels into a realistic position and the aesthetic is entirely different.
you have to ask who is going to buy this car....it may be beautiful, a may break design boundaries , but if these need to be sold at significant scale the market will be extremely limited at 125k+ a piece.
This car is an aesthetic modern piece of art which might be appreciated, not a vehicle most consumers would want or afford
Is there a reason that you haven't researched the design team and creative direction?
It's all here on YT, and explains exactly why they've designed the Type-00 the way they did.
Also, community/collaborative design and giving marketing/sales any say in the matter of design... is a recipe for failure whether it's architecture, layout/graphic... or witness Jaguar... car design.
Jaguar was built by people who loved cars and the new design looks like it was designed by people who hate cars. It's like they didn't even try.
They struggled so bad that they stopped selling cars awaiting the new brand design
Can't lie.
I like it.
And I hated when they squared the headlights.
Oh well.
That a Jagiar X type it's the face-lift version of a car launched in 2002 and the difference between the first version and the face-lift are minimal.
Creative Directors get sick of the usual BS. If you want to impress, BE BOLD. Trust me, we've seen it all before.
Thanks for making ur videos for us sfudents ❤❤
It looks like a 60s show "car of the future" based on a Jaguar XKE
Nobody was buying the “Jaguar " look, hence they're trying to change. They already said they're going move price up to 150k plus so they're looking for the rich person that wants to be seen, like the people buying Tesla trucks for 160k . It's not for the average buyer...
Finally a smart take on this
Does the name hint on how many they will sell?
Explain why the Jaguar from 2010 "looks old already". Yes it harkens to the past, and is rounded, so is Bugatti Chiron.
Marketing seems to have trumped design and car manifacturing, which is an increasingly common problem in car design! The design of the 00 is a complete disastore and I applaud the designers of Jaguar for still managing to do it professionally, it's not their fault.
To me like the cyberyruck it just further shows how un-serious and how nothing never was serious out here in the streets
Looks like it was designed by a 10 years old
Inspired by his aunts overweighted cat,
never seen an animal f4om the cat family living out in the nature
I like the design of this car, it reminds me with the latest Range Rover vogue + this design still concept, new jaguar cars going to look like Range Rovers
Though I am not fond of the design concept personally, I do understand they are testing the water. With testing the water, if they aren't lowering the price of the vehicle, then the buyers they are targeting may never become new customers.
2008 Jaguar looks Great!!! (this com was created by w211 Mercedes gang)
I've loved cars all my life and I'm in my late 50's now. Honestly I don't understand why anyone would buy one of these modern cars. Anything past about 2014, or maybe before that seems like a disposable car. It seems like all of the car manufacturers have followed Apple with the iPhone mindset. These cars are now disposable. The way they're built means that what would be a $3k repair on an older car is now a 40k repair. you can't fix these cars in your driveway in most cases. I find it disgusting that cars are now seen as disposable every 3-5 years. I'm so grateful that I don't have any kids. It seems like the "adults" in this modern world have zero consideration for future generations. What are we going to do with all these batteries? The batteries don't even seem that safe in the present, let alone when there are hundreds of thousand of them needing to be disposed of. I bought my last new car when I purchased my 2009 Jaguar XKR. Ian Callum got that design right in my opinion, I don't ever see another car I like more than mine. If I get another car it will be a used car built in the 90's or earlier. There are so many ways we could recycle the cars we already have.
Now look at the Aston Martin Shooting Brake. Same silhouette, but oh, so different.
Without the pink it does look a bit better. But it's still not up to scratch- too derived and a bit dull.
Jaguar should try paying their interns, at least the ones who design the Type-00.
Great analysis, wise words.
Jaguar F type with flared arches and a lift kit. So a suv. Kill the battery rubbish as it’s not the solution. V6-V8 with a hybrid hydrogen system. Boom, you’re welcome.
It's beautiful. It's a concept. The front and back will change.
i can see this car in a video game but not on the road. its going to look quite differnt with four doors.
The 2008 Jaguar was based on a Ford Taurus platform - hence it's looks stuffed into its shape. Frumpy to begin with even brand new.
Nice Audi OOOO
exactly man, every team different, design manager, head of design and some designers cas manager to engineering team and yeah apporval is quite different stage by stage. i stand on my ideation rather than take risk quickly and not to lose oppurtunity if it is time to adapt i have to adapt.
There is no reason to be design like that, the reason is just shit. they just going down to the hill
Electric cars are soulless and boring
Also not the solution.
The worst thing is that the car represents the worst part of the car industry. It's greenwashing, consumerism and virtue signaling at once. An impractical, high Cd-value, impractical car for people to show of their wealth. "Look, I can afford to buy an inefficient electric car and I will throw it away once the shock value of it's design wears off"
This was a concept car, not production car. Well not even. It was just a concept of the direction they might go towards. So I'm sure they weren't under some cost constraint that you mentioned. It just looks like an unfinished project. Well maybe they couldn't finish it because of cost constraint. lol
The type of person who buys this car is not buying it because it's a beautiful car design. They are buying it to make a 'shallow' narcissistic statement which says look at me, look at me!!
When you first lay eyes on a new car on the market, you will have one of three reactions:
1. Wow!
2. Meh.
3. Yuck.
When I first laid eyes on the new Cadillac design language, I said "Meh."
When I first laid eyes on the new Cybertruck, I said "Yuck."
When I first laid eyes on the new Jaguar design language, I said "Yuck." Though I might have been kinder and just said "Meh."
But NO WAY is this new Jaguar a "Wow!"
Why should a well-heeled consumer spend such big bucks on a "Meh" or a "Yuck"? If you can't answer that question, then we are witnessing the END OF JAGUAR.
I think that the company Yagura wanted to become provocative and extraordinary, to spit on its classic and traditional forms. But many provocative concepts were created, and these concepts were created so that marketers could advertise the brand through hate, that is, they wanted to manipulate the reaction. They are repeating the path of the BMW XM, although there the engineers did an excellent job in terms of technology and the designers experimented and this affected the sales of this car.