Jaguar, the British luxury carmaker, has unveiled its Type 00 concept vehicle, offering a first look at a new electric model. This marks a significant step in the company’s transformation, following a controversial rebrand that has sparked mixed reactions. In a statement released on Tuesday, Jaguar described the Type 00 as a bold, striking representation of the brand’s evolution, showcasing its new direction. The car was revealed during Miami Art Week, highlighting Jaguar’s shift towards a more dramatic and distinctive design as part of its ongoing reinvention.
The Type 00 features a long bonnet and a sleek fastback design, along with 23-inch alloy wheels. It is available in two color options: Miami Pink and London Blue. Jaguar explained that Miami Pink is inspired by the Art Deco environment where the car was unveiled, while London Blue pays homage to the brand’s British roots.
Although the Type 00 is just a concept and won’t be mass-produced, it has sparked mixed reactions online. One person on X described the car as “sleek,” while another criticized it, stating, “00 is how many you’ll sell. Beyond ugly.”
Jaguar has announced its shift to becoming an electric-only brand, concentrating on luxury vehicles. However, this transformation goes beyond just the cars they create. “This change is not limited to the products Jaguar designs and engineers; it signifies a complete reimagining of the brand,” the company stated. The unveiling of this new brand identity in November also sparked some controversy.
Jaguar launched a promotional video under the slogan “copy nothing,” showcasing a diverse group of models moving through a surreal landscape. The ad, which focused more on visuals than the cars themselves, sparked criticism from traditionalists. One person on X questioned, “Umm, where are the cars in this ad? Is this for fashion?” In addition to the video, the 102-year-old luxury brand revealed a new logo on November 18, replacing its old all-capitalized design. The new logo is intended to be a “powerful celebration of modernism,” according to the company.
Jaguar’s branding has undergone several changes, including a revamped “Leaper” logo, which features a redesigned pouncing cat, and a new monogram combining the “J” and “R” from the brand name. Car and Driver reports that the classic Leaper logo, which has been a symbol of Jaguar for decades, will be replaced by this new badge.
Gerry McGovern, Chief Creative Officer at Jaguar Land Rover, explained in a press release that the rebranding aims to recapture the essence of Jaguar, aligning it with the values that once made the brand beloved, while making it appealing to a modern audience.
The first production vehicle under this new brand direction will be a four-door electric grand tourer, set to be built in the UK and revealed in late 2025. Additionally, Jaguar plans to open brand stores around the world, with the first one scheduled to open in Paris’ 8th arrondissement.
