Jaguar’s rebranding campaign, unveiled last month, sparked intense debate, criticism, and intrigue, as it boldly departed from tradition. While the rebrand featured a striking short film of diverse models stepping into a futuristic lunar landscape, the absence of a car in the visuals drew backlash. Even tech mogul Elon Musk weighed in, sarcastically asking on X, “Do you sell cars?”
Today, Jaguar responded with a showstopper: the Type 00, its first design concept of a new all-electric lineup. The unveiling at Art Miami aims to shift the narrative from controversy to innovation, but will the car itself be enough to redefine the iconic brand?
The Type 00: A Radical Design Vision
The Type 00, a “design vision concept,” serves as a blueprint for Jaguar’s upcoming production vehicles, including a four-door grand tourer set to launch in 2026. Designed under the guidance of Jaguar’s Chief Creative Officer Gerry McGovern, the concept is unlike anything in Jaguar’s 90-year history—or on the road today.
The car’s bold proportions buck EV design trends. While most electric vehicles opt for sleek, cab-forward designs to maximize aerodynamics and interior space, the Type 00 boasts a long, upright hood and a sharply raked glasshouse, echoing the bespoke supercars of the 1920s. At over 5 meters long and nearly 2.5 meters wide, the car’s imposing stance is underscored by masculine, monolithic bodywork and narrow, squinting headlights that appear almost lost in its lantern-jawed front end.
McGovern acknowledged the polarizing nature of the design, stating, “You will feel uncomfortable—and that’s OK.”
Luxury Meets Sustainability
The Type 00 incorporates sustainable materials like brass and travertine stone in its interior, signaling Jaguar’s commitment to environmentally conscious luxury. Some of these elements may make it to production, though concept features like alabaster “totems” designed to alter cabin ambiance are unlikely to see the light of day.
Built on Jaguar’s proprietary Electric Architecture, the car boasts impressive specs. Its grand tourer variant will deliver a range of 478 miles, with fast-charging capabilities that add 200 miles in just 15 minutes. However, Jaguar has been tight-lipped about battery capacity and weight, leaving some critical technical questions unanswered.
A New Era, A New Audience
Jaguar’s rebrand is not just about cars—it’s about attracting a new clientele. Rawdon Glover, Jaguar’s managing director, described the target audience as younger, urban, independently minded, and affluent. The brand has made it clear that its traditionalist base is no longer the focus, a move that has alienated some loyal customers.
Jaguar also aims to reposition itself at the high end of the luxury market, with prices for its new EVs starting at £100,000 ($127,000). This represents a sharp departure from its current average transaction price of £55,000.
Challenges Ahead
While Jaguar’s ambition to reinvent itself is clear, the timing is precarious. The luxury EV market is highly competitive, with established players like Porsche and new entrants like Lucid struggling to meet sales targets. Moreover, Jaguar’s decision to largely abandon its rich heritage—including its racing pedigree—could alienate potential buyers.
Despite the risks, the Type 00’s audacious design and forward-thinking platform underline Jaguar’s determination to carve out a unique space in the EV market. Whether this bold gamble will pay off remains to be seen, but one thing is certain: Jaguar is no longer playing it safe.
The Type 00’s first production sibling will arrive in 2026. Until then, all eyes will be on the British brand to see if this daring reinvention can truly redefine what it means to drive a Jaguar.
