Jaguar has revealed its groundbreaking Type 00 concept car, marking a pivotal moment in the luxury carmaker’s shift to an all-electric lineup. Unveiled during Miami Art Week, the design vision encapsulates Jaguar's aspirations to redefine itself as a high-end competitor to brands like Rolls-Royce and Bentley. However, the unveiling has sparked widespread debate, mirroring the polarizing reaction to the company's recent brand relaunch
A Bold Step Forward: Jaguar’s New Identity
The Type 00, described as a “design vision” by Jaguar's Chief Creative Officer Gerry McGovern, serves as a harbinger for the company’s forthcoming electric models, set to debut in 2026. The concept embodies the brand’s commitment to innovation, encapsulated in its “Copy Nothing” philosophy.
This daring approach aims to distance Jaguar from convention, a sentiment echoed by McGovern, who likened the car's fearless creativity to trailblazing British icons like David Bowie and Vivienne Westwood. "Jaguar has no desire to be loved by everybody,” McGovern remarked at the unveiling. “It has already stirred emotions and it will continue to."
The Type 00: Zero Emissions, Infinite Possibilities
The concept car’s name is steeped in symbolism, referencing the iconic Jaguar “Type” lineage, such as the celebrated E-Type, while its dual zeros represent zero emissions and a fresh start for the brand. This vision aligns with Jaguar's ambitious move to position itself at the forefront of the luxury electric vehicle (EV) market.
Attendees at Miami Art Week were treated to an exclusive showcase that paired the Type 00 with curated art installations, underscoring the brand's alignment with avant-garde design and cultural innovation. Jaguar aficionados, including celebrity owner David Gandy, were among the notable figures present.
Redefining Jaguar: Four Symbols of Change
Jaguar’s rebrand goes beyond the unveiling of a single car. The company has introduced four key design elements it calls "symbols of change,” signalling a broader transformation:
- Device Mark: A new font, named Exuberant, reshapes the visual identity of the Jaguar name.
- Strike Through: A distinctive 16-bar grid serves as a design backdrop and a signature element of future models.
- Colour Palette: A modern palette adds texture and movement, aligning with Jaguar’s forward-looking ethos.
- Maker’s Mark: Featuring a redesigned Jaguar leaper and a circular “j-r” monogram, this element bridges the brand's storied heritage and contemporary aspirations.
These changes are central to Jaguar's reinvention, which CEO Adrian Mardell described as “a complete reset” for the company. "This time, we’re going to do something spectacular,” Mardell asserted, emphasizing Jaguar's intent to reclaim its position as a design and performance pioneer.
A Divisive Vision
The boldness of Jaguar’s strategy has not been universally applauded. While some hail the Type 00’s design and luxury features as a fitting evolution for the brand, others have criticized its resemblance to existing luxury vehicles, including the Rolls-Royce Spectre and even retro designs like the 2003 Cadillac concept. Such comparisons have fuelled debates about whether the "Copy Nothing" mantra has been fully realized.
Despite the controversy, Jaguar remains unapologetic. “Controversy has always surrounded British creativity when it’s been at its best,” McGovern remarked. By embracing polarizing reactions, Jaguar aims to carve out a distinctive space in the ultra-luxury EV segment, with an average price point expected to more than double that of its outgoing models.
Looking Ahead
The Type 00 is just the beginning of Jaguar’s ambitious transformation. The first production vehicle from the new lineup—a four-door GT—has already begun road testing and is slated for release in 2026. As Jaguar repositions itself, the company aims to rekindle the visceral, emotional connection that once defined its cars, while staying true to its ethos of fearless creativity.
With the unveiling of the Type 00 and the introduction of its new branding elements, Jaguar is making a clear statement: it is ready to lead, not follow, in the rapidly evolving luxury EV market. While opinions may be divided, there’s no denying that Jaguar’s reinvention has captured the automotive world’s attention.