Jaguar recently made headlines with the launch of its highly anticipated Type 00 electric vehicle (EV) during the festive Miami Art Week, where the iconic British carmaker is rebranding itself amid controversy. Showcased at the "Copy Nothing" event, the Type 00 quickly sparked discussions about Jaguar’s future as it commits to becoming an all-electric car manufacturer by 2025.
The Type 00, boasting 1,000 horsepower, is not just any EV; it’s seen as Jaguar's flagship model, signaling its transition away from combustion engines. During the event, Jaguar's chief creative officer, Gerry McGovern, emphasized how drawing attention today is challenging. He said, "Controversy has always surrounded British creativity when it’s been at its best. We’re delighted to have your attention.”
This exciting reveal showcases three separate concepts of the Type 00, which the company aims to have available for sale beginning in 2026. McGovern highlighted how this project serves as the foundation for future Jaguars, contrasting it with the company's recent "woke" rebrand which has faced its fair share of internet scrutiny.
The new model aligns itself with the legacy of Jaguar’s classic E-Type, revered by car enthusiasts and praised by Enzo Ferrari as one of the most elegant vehicles ever made. Reflecting on this heritage, McGovern described Type 00 as delivering "a pure expression of Jaguar’s new creative philosophy, which is the result of brave, unconstrained creative thinking, and unwavering determination."
Visually, the Type 00 is bold and aggressive, flaunting designs reminiscent of modern sci-fi aesthetics but with roots steeped firmly in Jaguar’s iconic silhouette. For example, the vehicle sports covered horizontal lines throughout, which nod to Jaguar’s new design language. McGovern applauded the design team’s ability to create something dramatic yet sophisticated, alongside the technology that's set to underpin their upcoming production models.
The Type 00 is underpinned by Jaguar's new JEA (Jaguar Electric Architecture), which allows for unprecedented design freedom and ensures optimal performance. With up to 474 miles of battery life and the ability to charge 200 miles with just 15 minutes of plugging in, the Type 00 aims to set new standards within the EV sector.
Available color options—dubbed “Miami Pink” and “London Blue”—capture the essence of both the event's location and Jaguar’s heritage. This move aligns with Jaguar's commitment to uphold its British roots. McGovern noted, "The magic of Jaguar is close to my heart—an original British luxury brand unmatched in its heritage, artistry, and emotional magnetism.”
The Miami launch also underlined Jaguar's decision to approach its marketing strategy under its new brand identity, aggressively distancing itself from traditional designs and adopting more contemporary aesthetics. This has ushered Jaguar’s production models to be sold exclusively at select brand stores around the world, emphasizing its upmarket positioning.
Despite the controversy surrounding Jaguar's rebranding efforts—a bold maneuver marking the shift toward EVs—one immediate effect has been increased consumer interest. According to Auto Trader, searches for used Jaguar models spiked by 10% following the rebranded identity's launch on November 19. Even within the first ten days of the announcement, used car advert views rose by 5% as car buyers seek more classic models.
Future-focused and ambitious, the Type 00 symbolizes Jaguar's committed transformation. Production models of this exciting evolution are expected to enter the market as part of its broader electrification strategy, aligned with the aim to have become entirely electric by 2026. This transition closely follows industry trends as various manufacturers pivot to meet growing environmental concerns.
With the Type 00 leading the charge, Jaguar aims not only to maintain its status as one of the premier luxury brands but also to redefine its legacy for modern car buyers.
The introduction of the Type 00 pushes Jaguar headfirst not just toward the future of motoring but also deepens its connection with creativity and artistry, echoing the very essence of the brand itself.
