The British luxury carmaker described the Type 00 as “an unmistakable, unexpected, and dramatic physical representation” of Jaguar as it continues its shift towards electrification. The car was revealed during Miami Art Week, with the brand emphasizing its commitment to transformation.
The Type 00 features a sleek long bonnet and a fastback design, complemented by 23-inch alloy wheels. It’s available in two colors: Miami Pink, which nods to the Art Deco backdrop of its unveiling, and London Blue, reflecting Jaguar’s British roots.
Although the Type 00 is a concept and won’t be produced, it has generated a range of responses online. Some praised its design as “sleek,” while others were less impressed, with one comment noting, “00 is how many you’ll sell. Beyond ugly.”
Jaguar has announced its transition to an all-electric future, focusing exclusively on luxury vehicles. This evolution, however, goes beyond product changes.
“This transformation is more than just about our cars; it represents a total reinvention of the brand,” the company stated.
The shift in branding has also sparked controversy, particularly with the release of a promotional video in November under the tagline “copy nothing.” The ad, which featured a diverse group of models in a surreal landscape, left many traditionalists questioning the lack of actual cars in the campaign, with one commenter asking, “Is this for fashion?”
Alongside the new concept car, Jaguar is introducing a refreshed logo. The brand is retiring its iconic capital-lettered logo in favor of a new design, which the company describes as a “celebration of modernism.” Other changes include a redesigned pouncing cat logo, now called the “Leaper,” and a new monogram incorporating the letters “J” and “R.”
“This reimagining captures the essence of Jaguar while making it relevant for today’s audience,” said Gerry McGovern, Chief Creative Officer of Jaguar Land Rover.
The first production car to embody this new direction will be a four-door electric grand tourer, set to be revealed in late 2025. Jaguar also plans to open brand stores worldwide, starting with a location in Paris’s 8th arrondissement.
