- Jaguar has released the Type 00 concept EV following the British marque’s controversial rebrand
- The Jaguar Type 00 production model is expected to be priced above £100,000 (approx. $195,000AUD)
- The Jaguar Type 00 is built using new Jaguar Electric Architecture (JEA) and will have a target range of 770km WLTP and 692km EPA, with ultra-fast charging adding 321km of range in 15 minutes
There’s a certain appeal to not giving a damn. Following the unveiling of their contentious rebranded visual identity last month—involving a new lowercase logo and a short film which controversially did not actually feature an automotive and instead focused on a ‘diverse’ cast of models—Jaguar has unveiled its new design vision: the Type 00. Pronounced “type zero zero,” the ‘Type’ prefix references the British marque’s historical nomenclature, nodding to heritage models like the iconic E-Type and F-Type while simultaneously making a bold departure from them. The first zero in the name represents the newcomer’s zero tailpipe emissions, while the latter marks its place as car zero in the marque’s new all-electric lineage.
Related: The Jaguar E-Type (Kinda) Returns
The all-electric Type 00 showcases Jaguar’s new direction and all-electric future. Built in the UK, the forthcoming production models will utilise the new Jaguar Electric Architecture (JEA), a dedicated technology platform designed to ensure a captivating driving experience, engaging handling, and optimal ride comfort. The four-door grand tourer is expected to enter production in late 2025 and will have a targeted range of up to 770 kilometres WLTP (478 miles) and 692 kilometres (430 miles) EPA. Ultra-fast charging capabilities will be able to add 321 kilometres (200 miles) of range in as little as 15 minutes.
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As for the car itself? First, it’s important to remember that the Jaguar Type 00 is a ‘design vision concept’ intended to encapsulate the tone of the forthcoming three production models, and not a production model itself. Now, let’s get into it.
Unveiled at Miami Art Week in shades of Miami Pink and London Blue, the Jaguar Type 00 is a low-slung two door coupe that creates a striking silhouette by employing an almost comically long bonnet, sweeping roofline, fastback profile, and a boat tail, riding on 23-inch alloy wheels. Up front, the Type 00 eschews the marque’s classic oval air intakes in favour of an abstract grille pattern flanked by four sleek LED headlights.
From the side, the Jaguar ‘leaper’ is laser-etched into a hand finished brass ingot on each side of the car, with these ingots opening to reveal rear-facing cameras that—along with the charging ports and air intakes—remain hidden when not in use.
The panoramic roof is glazed and the tailgate of the concept car is glassless (a quality unlikely to carry through to the production model for safety reasons) contributing to the concept car’s monolithic appearance, while the rear features strikethrough graphics that echo the horizontal grille pattern up front.
Butterfly doors open to reveal an interior cabin with a 3.2-metre central brass spine that runs the length of the cabin and splits a pair of dashboard instrument panels. The interior is defined by its sparseness; there’s an absence of buttons and leather is forgone in favour of woven textiles. The ‘anti-woke’ brigade will certainly also have something to complain about courtesy of the whimsical Prism case, which contains three ‘totems’ of brass, travertine, and alabaster that can be inserted into the centre console to change to mood of the interior (including its graphics, lighting, and soundscapes).
“Type 00 is a pure expression of Jaguar’s new creative philosophy,” said Professor Gerry McGovern OBE, Chief Creative Officer at JLR, of the design. “It has an unmistakable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination. 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. A vision which strives for the highest level of artistic endeavour.”
The Type 00 is in line with the British marque’s rebrand tagline of ‘Copy Nothing’, which draws from the original ethos of its founder Sir William Lyons. Accompanied by a new logo, symbol, and maker’s mark, few rebrands have caused as much furore as Jaguar’s, with pretty much everyone (including mainstream media and many decidedly non-car people) having something to say about the marque’s rejection of its almost century of tradition. The common consensus was that Jaguar is alienating its traditional client base — but also, what client base?
While the British marque is often referenced for its creation of one of the most beautiful cars in existence, the E-Type, current era Jaguar has been languishing in the shadow of its JLR stablemates Land Rover, Range Rover, and Defender for several years now. For context, in 2023 Jaguar sold 64,241 cars globally of JLR’s total of 431,733. While both Range Rover and Land Rover models turn a profit, Jaguar sales produce a loss per car. Living in something of a no man’s land, Jaguar has been stuck between the golden age of great design and the future-forward approach of its contemporaries, with its models lacking any distinct defining characteristics. Put simply: it’s been safe, boring, and sidelined.
The traditionalists lamenting the British marque’s rejection of its heritage either already have a Jaguar or were never going to buy one anyway. Jaguar’s rebrand and the subsequent release of the Type 00 doesn’t seek to pander to its small but steadfast—and rather conservative—fanbase. It’s a Hail Mary pass designed to see whether it can find a new clientele. One that likes lowercase letters, hates emissions, wants a funky alternative to a Bentley or Rolls-Royce, and is happy to fork out $200,000AUD for the privilege.
So no, the Jaguar Type 00 doesn’t care if you don’t like it. Just look at it. With its low-slung profile, elongated bonnet, and sharp LED eyes, it looks like a cartoon villain. Say whatever you want about the Type 00, it can’t hear you — its air intakes aren’t out.
Words by T. Angel
