Jaguar Type 00 Concept Embodies Luxury Brand’s New Shift
Jaguar’s bold rebranding is a radical shift for the British luxury automaker, with the polarizing “Copy Nothing” campaign launched a week ago looking more like an ad for Chanel, Louis Vuitton or Prada. Tesla’s Elon Musk even took to X to ask, “Do you sell cars?”
The new logos and lettering have been met with similar criticism and confusion, as evidenced by countless comments on social media. Where exactly is Jaguar going? It’s almost as if the company no longer cares about car enthusiasts and just wants to make a luxury statement.
- Also: Jaguar to Move Forward With New Logo and Branding
- Also: Toothless Cat: Jaguar About to Become a One-Model Brand
Here’s another one: the spectacular Type 00 concept unveiled during Miami Art Week on Monday night. Yep, “00” as in a new ground zero and a fresh start for the brand.
No production model will ever come out of this outlandish fastback devoid of a rear window, which is more of an attempt to set the styling direction for future Jaguars. Think signature cues such as copper inserts, unique pinstriping (in a Yin and Yang sort of way) and intimidating proportions. The concept rides on 23-inch wheels and super-wide tracks while sporting clean, majestic surfaces. The side mirrors disappear behind small doors when not in use.
Jaguar aims to impress, spark reactions and have people talking by going where no rivals have gone before. It’s either a brilliant or bonehead move. The Miami Pink body colour is further illustration, although the company has shown a London Blue variant, too.
Scissor doors open up to reveal an extremely clean interior with exquisite leather, copper, wool and limestone trim. The screens are concealed within the dashboard and come alive when the car starts. Between the floating seats is a centre console that hides a totem acting as both a key and a control for a customized, multi-sensory experience involving sounds, lights, graphic displays and even scents.
As for power, the Type 00 is said to be based on the all-new Jaguar Electric Architecture, or JEA for short. If it were going to hit the road, maximum range would be an EPA-estimated 692 km, while DC fast charging would enable 321 km of range in just 15 minutes. Jaguar has not shared any additional specs, so we’ll have to wait for the still-unnamed performance EV sedan set to debut in late 2025 and go on sale in late 2026.
In the meantime, feast your eyes on the concept you see here, because there is little else to consider in the Jaguar portfolio at the moment. Remember, production of the F-Type, E-Pace, I-Pace and XF is now over, and only the F-Pace crossover remains for the 2025 and 2026 model years.
