lucadelladora – British luxury automaker Jaguar has officially unveiled the Type 00 concept car. Offering the first look at its ambitious vision for a new era of electric vehicles. The reveal, which took place during Miami Art Week. Marks a significant milestone in Jaguar’s journey following a bold and controversial rebrand that has sparked mixed reactions.
Jaguar described the Type 00 as “an unmistakable, unexpected, and dramatic physical manifestation of the brand’s transformation.” This sleek electric vehicle is designed to encapsulate Jaguar’s future direction, blending cutting-edge technology with a distinctive aesthetic.
The Type 00 boasts a long bonnet (hood, in American English), a fastback silhouette, and striking 23-inch alloy wheels, underscoring its sporty yet luxurious appeal. Jaguar presented the car in two striking color schemes: Miami Pink and London Blue. According to the automaker, these colors symbolize the car’s dual identity. Miami Pink reflects the vibrant Art Deco architecture of its Miami Art Week debut. While London Blue pays homage to Jaguar’s rich British heritage.
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“With the Type 00, we are redefining what it means to be Jaguar,” the company stated in its release. “It represents a bold step forward in design, innovation, and our commitment to an electrified future.”
Jaguar’s rebrand and the unveiling of the Type 00 are part of its broader strategy to reinvent itself as a fully electric luxury brand by 2025. The Type 00 concept is expected to set the tone for a new lineup of EVs. That aim to combine performance, elegance, and sustainability.
The Controversial Reveal of the Type 00 Concept Car
The unveiling of Jaguar’s Type 00 concept car has sparked mixed reactions, dividing opinions across social media platforms. While some praised the vehicle’s sleek design, others expressed strong disapproval. One commenter on X (formerly Twitter) admired the car. Calling it “sleek,” while another dismissed it with harsh criticism, stating, “00 is how many you’ll sell. Beyond ugly.”
Despite its divisive reception, Jaguar emphasized that the Type 00 is not meant for production but serves as a bold statement in its transition to an electric-only luxury brand. This evolution represents more than a shift in products—it’s a complete reimagination of the brand, according to Jaguar.
Redefining the Jaguar Identity with Bold Branding
The automaker’s recent rebranding efforts have also stirred controversy. In November, Jaguar debuted a new tagline, “Copy Nothing,” alongside a promotional video showcasing diverse models in surreal landscapes. While intended to signal a break from convention, the ad left traditionalists unimpressed. Critics questioned the absence of vehicles in the promotional content, with one remarking, “Umm where are the cars in this ad? Is this for fashion?”
Jaguar’s rebranding includes a modernized logo, replacing the iconic uppercase lettering with a design described as “a powerful celebration of modernism.” The company has also redesigned its emblematic “Leaper” logo, a pouncing cat featured on its vehicles for decades, transitioning instead to a simpler badge.
Looking Ahead: Jaguar’s Future Plans
Jaguar’s transformation will take tangible form with its first production car under the new direction—a four-door electric grand tourer, scheduled for unveiling in late 2025. The vehicle will be manufactured in the UK, highlighting Jaguar’s commitment to its roots.
To further cement its new identity, Jaguar plans to launch brand stores globally, starting with its first location in Paris’s prestigious 8th arrondissement.
