The Rebirth of Jaguar and the Type 00 Concept
The internet echo chamber is enough to drive many mad, more still into rage, and nearly anyone into despair. It is, however, a perfect reflection of the fact that very few humans like change, as inevitable as it may be. Change is inevitable because it is necessary, and — in the case of Jaguar — existentially so. Jaguar, the brand which was everything to few and nothing to many, was at a juncture that required action. Ignore everything you’ve seen and judge for yourself (and judge it for the Type 00, not a marketing vid).
First, the concept car. Brand pillars, concepts, and identity, such as they are or aspire to be, will always be second to the product. The first glimpse of the new Jaguar is the Type 00, a reductionist modern expression of a bold, forceful, and stark aesthetic that conjures Bauhaus and brutalist principles with modern materiality and technology. It’s admirably un-retro; perhaps the only hint of Jaguar’s past is the E-Type, 2+2-like silhouette clearly visible in the fastback roofline.
Otherwise, you will find a clear expression of the new Jaguar. There are four key elements to observe: the Leaper, now always forward facing, rendered on the Type 00 in a solid brass plaque; the Strikethrough graphic on the grille, stern and interior; the new logo; the bold, Art Deco-inspired colouring, (Miami Pink and London Blue in this case). The long hood and grand touring proportions are decidedly not EV-like.
While the exterior, with its exuberant proportions and sober detailing, has gravitas, it’s the interior that aims to be thought-provoking and controversial. The central concepts are unconventional materiality and screen detox. Brass and travertine punctuate the minimalist aesthetic (especially when the screens are folded) and pops of colour hide in places such as the drawer-like glovebox. But the big thing is the Prism.
If you’ve seen Inception or The Fifth Element, the Prism case with its “totems” will seem immediately familiar. The Prism carries small monoliths, or totems, of materials such as brass, travertine and alabaster. It’s a case and it can be stored in the fender of the car; the small material samples are selected for their varying qualities and inserted one at a time into the centre console, whereupon they alter the mood of the interior through lighting, graphics, soundscape, and scent. It’s intriguing, to say the least — a sensory marriage between materiality, technology, and experience.
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
But the Type 00 is a concept, so what can you expect to see manifest in the production car that will be revealed in late 2025? Jaguar’s provided imagery of a heavily-camouflaged prototype can’t hide the proportions and massing shared between the Type 00 and the future production car, even if the latter appears significantly larger. This new, all-electric architecture promises the performance and dynamism that made Jaguar a household name, as well as continent-crushing range (in Europe, anyway) of nearly 700km on a charge.
Concept cars are only useful if they advance designs that simultaneously test and inform the market. The Type 00 succeeds in doing both. More importantly, however, it sets a stake in the ground, boldly proclaiming that Jaguar will not be for everyone. The future of the brand will depend on designs, technology, ownership, and purchase experience, all of which must attract enough customers in search of something bold and unconventional.
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
The Rebirth of Jaguar and the Type 00 Concept
Fittingly, the Type 00 was unveiled at Miami Art Week and, like every noteworthy artist before it, Jaguar risked being too forceful in its reinvention and interpretation of what a modern automotive brand should be. And, like its many precursors, Jaguar’s critics were too focused on what should be, as opposed to what could be. The new Jaguar presents a well-thought-out vision of a brand that will cut through the clutter, establishing itself as a stylish and unconventional choice.
