Jaguar Type 00: the new era begins

Jaguar unveiled at Miami Design Week 2024 the Type 00, a design study meant to visualize the British car manufacturer’s totally new direction to become a super-luxury electric brand.

The Type 00 prefigures a fully-electric four-door GT coming in late 2025 with a new design language and upmarket positioning. But has the brand damaged its reputation too much with its controversial promotion campaign?

Planned controversy

Jaguar surprised friend and foe a few weeks ago with a new ad campaign and logo, breaking with the past and heading head-first into a new era with a colorful, dramatic, progressive visual identity.

Drama ensued, but this controversy was (at least) partly planned, according to Chief Creative Officer Gerry McGovern, who unveiled the Type 00 concept car at Miami Design Week this Monday.

Imposing, bright, and high-end

The rounded, sleek-looking premium British sports cars, sedans, estates, and SUVs are gone. Jaguar has axed almost its entire model range in preparation for its rebirth, with a new luxury positioning where it will face Bentley and Porsche rather than trying to catch up to Mercedes and BMW.

And it is doing so with a unique approach. ‘Copy Nothing’ has become the ethos of the ‘new’ Jaguar, a quote borrowed from Sir William Lyons, the founder of the British brand.

The Type 00 goes for an imposing but clean look, with angular shapes but classic proportions. Note the very long hood (especially for an electric model), with the passenger compartment, moved as far backward as possible, the large, 23-inch wheels, the fastback roofline, and the boat tail.

Other details include using straight lines for the nose, on the hood, the panoramic glass roof, and the rear section, with no rear window and the LED light signature hidden within the rear ‘grille.’

The Type 00 is presented in two striking colors: Miami Pink and London Blue, with the latter referencing the classic E-Type from the Sixties.

Brass, stone, and textile rather than leather and wood

This design trait continues in the interior, where unique materials have been used to set the Jaguar Type 00 apart from ‘regular’ cars: brass (which is also used for the exterior brightwork), travertine stone (usually found in swimming pools), and textiles. The brass lines form a sort of spine, dividing the interior into two, while the stone serves as a foundation for the seats and spine.

Of course, this remains a concept vehicle meant to evoke the design language of Jaguar going forward. The first production model, a four-door electric GT meant to rival the Porsche Taycan and Lotus Emeya, will be presented in late 2025, with a sales launch in 2026. A large SUV and a luxury saloon are expected to follow.

Up to 770 km range, coming in 2026

This new model range will be built on Jaguar’s JEA platform. Jaguar targets a range of up to 770 km WLTP for its GT model, although the charging speed is less than exceptional: up to 321 km of charge, or less than half of the total battery capacity, in 15 minutes.

For context, the Lotus Emeya manages 458 km in 20 minutes. As for the pricing, expect a base price of just, but only just, under €150,000.