Jaguar backs up controversial rebrand with radical Type 00 concept

Jaguar has taken a great deal of flak for its rebranding campaign, encapsulated by an “exuberant” ad featuring no cars.

But now we finally get to see a car and it goes by the name of Type 00.

Strictly a concept car, the Type 00 (pronounced zero zero) is not slated for production, but it does show the British firm’s new design identity.

The ‘reimagined’ Jaguar will reveal its first new production car in late 2025, and it will take the form of an electric four-door GT car, likely taking much design inspiration from the design study that you see here.

The production model will be the first vehicle to use the new Jaguar Electric Architecture (JEA), an EV exclusive platform, and the company is targeting a range of up to 770km between charges on the WLTP cycle. Charges adding 321km of range will take place in as little as 15 minutes, Jaguar says.

“Jaguar Type 00 is an example of Jaguar at its best. A fearless statement. An object of desire. A concept with bold forms and exuberant proportions to inspire future Jaguars,” the carmaker said of its new design study.

The car features a glass-free rear tailgate and a panoramic roof with body-harmonised glazing that creates a sense of sculpture inside and reflects patterns onto the interior surfaces.

It features a long bonnet, fastback profile and 23-inch alloy wheels, all aiming to create a “dramatic silhouette”.

The concept car was presented in two colours: London Blue, to reflect its heritage, as well as Miami Pink, inspired by the Art Deco surroundings of Miami Art Week where the vehicle was unveiled on the evening of December 2.

The cabin is every bit as interesting as the exterior, featuring a 3.2 metre-long brass spine that splits a pair of floating instrument panels.

An “exquisitely engineered” powered door on the car’s body side contains three natural material ‘totems’, in Brass, Travertine and Alabaster. Placing one of these inside the centre console alters the “mood” of the interior, affecting everything from the ambient lighting to the soundscape and tailored screen graphics.

“Type 00 is a pure expression of Jaguar’s new creative philosophy. It has an unmistakable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination,” said JLR Chief Creative Officer, Professor Gerry McGovern.

“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.”

But will the gamble pay off for Jaguar? Only time will tell.

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