If this were an american brand I don't think anybody would bat an eyelid quite frankly. Constant reinvention is part and parcel.

But as a British brand? There is a cultural vintage associated with nearly all aspects of life in the UK. Its why we still cling to our millennia-old monarchy, why we have payphones as listed structures and why we still (arguably mistakenly) glorify the days of the Empire.

My point is that taking a well loved British brand and trying to turn it into something minimal and modern is not only difficult but ill-advised. Go google 'consignia' if you want to see what I mean.

They didn't need to rebrand their company to build an EV to appeal to a younger audience. They value authenticity in the products they adhere to; they should have played up to their heritage instead of denying it. They should have made an electric update of the E-Type.