Jaguar has properly stirred up the automotive world with its new brand campaign, and the new Type 00 Concept further cements its new direction.
Unveiled at Miami Art Week, this new concept embodies Jaguar’s new creative philosophy, Exuberant Modernism.
At its core, the Jaguar Type 00 is about reclaiming Jaguar’s ethos of “Copy Nothing.” Sir William Lyons, the brand’s founder, once envisioned Jaguars as art forms, not just vehicles. Although, if he was still alive today, we’re not sure if he would like or hate this new direction.
This ethos pulses through every inch of the Type 00’s silhouette, from its long bonnet to its sweeping roofline and fastback profile.
Type 00’s 23-inch alloy wheels and boat-tail rear create an imposing presence, alongside flush surfaces and a glassless rear tailgate that merges with a panoramic roof.
The Type 00 debuts in two shades: Miami Pink, inspired by the pastel hues of Art Deco Miami, and London Blue, a nod to Jaguar’s British roots.
Butterfly doors swing open to reveal an interior that’s screen dominated.
Jaguar’s design team even lets you customise the interior’s mood with its Prism Case, which uses natural materials like alabaster to tailor lighting, scents, and ambient sounds. Sounds more like a living room than a car.
Powered stowage areas continue the theatrical theme.
Underneath its sculpted frame lies Jaguar’s new Jaguar Electric Architecture (JEA), a bespoke platform that combines design with electric performance.
The first production car based on this architecture (a four-door GT) is set to launch in 2025, boasting a range of up to 770km WLTP (478 miles) and the ability to add 321km (200 miles) in just 15 minutes of rapid charging.
As Rawdon Glover, Managing Director of Jaguar, put it: “We are forging a fearlessly creative new character for Jaguar, one that is vibrant, relevant, and extraordinary.”
So, is Jaguar back? We’ll let you decide.
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