Following an advertisement that elicited derision, snarky videos, and lots of commentary, Jaguar Land Rover unveiled its Jaguar Type 00 (or Type Zero Zero) concept Monday in Miami, heralding a momentous start to Miami Art Week.
“This is a really important step for us is we need to move beyond being a heritage brand to a brand with heritage," said Rawdon Glover, Managing Director, Jaguar to journalists during a media briefing on Monday. “Our job as the custodians of the brand is to make sure that Jaguar has relevance, desirability, and sustainability for the next 90 years of its history.”
Jaguar chose the name of its new concept car not only as an homage to the 1961 Jaguar E-Type but also to acknowledge the Jaguar brand’s total reset, relaunching as a zero-emission vehicle.
“In terms of in terms of what's happening in the industry and all the changes are coming, we believe that now for Jaguar is the time for a really bold step in terms of what we need to do next," said Glover.
The concept comes as Jaguar has axed nearly every model in its line-up, including the F-Type sports car, XE and XF sedans, XF wagon, E-Pace SUV, and the I-Pace EV. Only the F-Pace remains in production ahead of the introduction of a battery-electric four-door Jaguar GT in late 2025.
The Type 00's captivating looks are unlike anything Jaguar has done before
In an effort to “Copy Nothing,” the concept retains the basic parameters that have always defined Jaguars, namely a long hood, graceful roofline sweeping rearward with a fastback rear, and a proper stance thanks to its large 23-inch alloy wheels. Interestingly, the concept uses glass on its roof, but not on the rear tailgate.
It also wears a distinctive new face. With lighting placed in the corners to emphasize its width, it’s clearly upright and boasts Jaguar’s new fashion-forward logo at its center using a custom typeface named Jaguar Exuberance. Air intakes remain hidden unless needed, at which point they open to let the car breathe.
On the side of the car, a hand-finished brass ingot is etched with the Jaguar leaping cat silhouette. The ingots cover the rear-facing cameras, a necessity given its lack of a rear window. And, of course, it’s fitted with butterfly doors, because any concept car worth its salt has them, even if they’re far less convenient to use than traditionally-hinged doors.
The opening door on the front fender dubbed a "Prism Case" houses a "totem". Each totem is made of either brass, travertine, or alabaster and owners can reportedly place it inside the center console to change the cabin lighting and graphics on the dashboard's digital displays. Each totem also plays a unique sound and releases scents inside the cabin.
The concepts are finished in Miami Pink and London Blue, the colors were chosen to represent the brand’s heritage as well as acknowledge where its global relaunch was held.
Throughout the car, both inside and out, Jaguar uses parallel lines as design elements. The company refers to them as the "strikethrough", and their presence across the car is one of the concept’s key design signatures. Aside from the leaper engraved on an ingot on each side of the car, there aren’t any heritage design cues. None.
A new design direction meant to elevate Jaguar
Jaguar has dubbed the new look “Exuberant Modernism.”
"It has an unmistakable presence," said Gerry McGovern OBE, Chief Creative Officer for Jaguar Land Rover. "It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen."
The concept is built using the brand’s new Jaguar Electrical Architecture. This allowed the company to engineer and design the Type 00 from scratch, without constricting design with the onus of carrying over components from existing models. The company’s stated aim is to make vehicles that are unmistakably Jaguars, ones that stand out for their stunning design in a sea of SUV and sedan monotony – something the brand hasn’t always adhered to with recent products.
Notably, the automaker didn’t reveal any of the Type 00’s specifications, except that engineers expect the car to have 430 miles of range on a single charge while gaining 200 miles of range in 15 minutes using a DC Fast Charger.
The inside story
Inside, a 10.5-foot, hand-finished brass spine divides the instrument panel, which is accented by two additional brass lines that mirror the ones used on the exterior’s brass ingots as well as on the vehicle’s rear elevation. Travertine stone slabs support the central spine and floating seats, which are covered in a wool blend. That same wool blend is also used for the sound bar and flooring.
“(The) Type 00 embraces authentic, unexpected materials and captivating color,” said Mary Crisp, Jaguar's Chief Materiality Designer. “We have three key materials – brass, travertine stone, and textiles – and the way we use these materials represents bold pieces of art and creates a unique atmosphere.”
Jaguar says the plethora of displays are hidden in the dashboard and can glide out at the push of a button. When the screens are put away, a thin display across the base of the windshield shows key information.
Copy nothing? Not exactly
Executives also insist that they are following company founder, Sir William Lyons, who believed that Jaguar should be a ‘copy of nothing.’
Be that as it may, the company is copying battery electric manufacturers in opening brand-exclusive Jaguar brand stores. The first is expected to open in Paris' Golden Triangle. Located in the 8th arrondissement, it is the epicenter of haute couture, grand hotels, and Michelin-starred restaurants. Clearly, it’s an effort to push the brand into the upper echelons of luxury retailers. This gives some indication of the new model’s price tag when the production car is revealed later next year before going on sale in 2026.
Final thoughts
Jaguar’s provocative new ad had everyone talking, something the Type 00 will continue as the automaker seeks to be on more luxury car buyer’s consideration list.
But its relaunch as an EV brand comes as EV sales hit a historic high of 570,000 units in the first half of 2024, roughly a 6% increase over the same time period last year. Worldwide, sales were up 22% during the same period. So, Jaguar is entering the EV market at an opportune time while re-embracing the qualities that have long drawn buyers to the brand. For Jaguar, this means modern exuberant design, bold use of color, and a fresh aesthetic unlike anything else.
Much like Maserati, Jaguar is stepping away from volume luxury production, while repositioning higher in the market. This could mean fewer models, just as it did prior to 1999.
“I have no doubt it will shock, it will surprise and it will polarize,” said Gerry McGovern OBE, Chief Creative Officer for Jaguar Land Rover. “But what it does is speak volumes for our desire to return the Jaguar brand to the values that once made it so loved.”
