PREVIEW

Jaguar unveiled its new electric concept car, the Type 00, at Miami Art Week on Monday night (02December2024) following a controversial rebrand critics branded as “woke”.

Traditionalist fans of Jaguar cars were left shocked last month when the carmaker announced a dramatic rebrand with a video featuring a diverse group of fashion models - but no cars.

Now the new car, the Type 00, has arrived,marking a dramatic step in its transition to becoming an electric-only brand by 2026.

Jaguar’s Chief Creative Officer Gerry McGovern described the Type 00 as a fearless statement of intent, designed to "stir emotions," and added that the brand has no desire to appeal to everyone. The Type 00, which will not go into production but serve as an indicator of future designs that will, showcases Jaguar's vision for future designs with a sleek silhouette, long bonnet, fastback profile, and dramatic 23-inch alloy wheels.

The car’s unveiling in Miami highlighted two striking colour options: "Miami Pink," inspired by the city's Art Deco architecture, and "London Blue," a nod to Jaguar’s British roots.
The car is the first physical expression of Jaguar’s new creative philosophy, dubbed "Exuberant Modernism," which aims to combine fearless innovation with modernist simplicity.
Motoring and design experts are divided on the daring rebrand, with some commending Jaguar’s reinvention, but sceptics have questioned the risk of discarding the brand’s heritage in pursuit of a futuristic image.

Meanwhile, politicians have even weighed in, with Reform UK leader Nigel Farage saying the company “deserves to go bust” after the rebrand.

However, Jaguar Managing Director Rawdon Glover has defended the move, saying: “We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future facing, relevant and one that really stands out.”

The Type 00 concept hints at Jaguar’s upcoming production models, expected to start at over £100,000 and offering ranges of up to 478 miles on a single charge.

Adrian Mardell, JLR’s Chief Executive Officer, sees the transformation as a recapturing of Jaguar’s original ethos of "Copy Nothing," aiming to reignite the awe inspired by models like the E-Type in the 1960s.

He said: “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism. That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E‑type. Our journey is already underway, guided by our original ethos to Copy Nothing – and the results will be spectacular.”

The first of the new generation, a four-door electric GT, is set to be unveiled in 2025 and built in the UK, using the bespoke Jaguar Electric Architecture (JEA).

Inside, the Type 00 combines artistic luxury with advanced technology, featuring travertine stone, handwoven textiles, and brass accents, alongside deployable digital displays. A unique "Prism case" allows occupants to customise the cabin's ambience, altering lighting, soundscapes, and even bespoke scents through interchangeable totems made of natural materials. The design prioritises subtle, user-friendly technology over dominating screens, ensuring a refined and immersive sensory experience. Jaguar also plans to introduce exclusive brand stores, with the first opening in Paris, blending immersive luxury with local culture.

There is no doubt the launch of Type 00 is a gamble given its departure from the existing associations of the Jaguar brand - like its most famous fictional fan, Inspector Morse. However, with sales declining in recent years and the competitive EV market growing, it is one Jaguar may have to take. Whether it pays off remains to be seen, but the Type 00 undeniably signals a daring new chapter for the storied marque.