Jaguar’s recent unveiling of its Type 00 at Art Miami marks a bold step into the future for the iconic British brand, which has been struggling with declining sales and an aging customer base in recent years. The car was revealed in the midst of a significant rebranding, which, according to the company, promised to “copy nothing.” This daring move to abandon decades of heritage and cater to a younger, more diverse audience has sparked both excitement and criticism, with reactions from high-profile figures like Elon Musk and Nigel Farage.
The Type 00 is the first electric vehicle to emerge from Jaguar’s new era. While the car’s design breaks away from the brand’s past, it also goes against the emerging design trends of the electric vehicle (EV) market. In contrast to the typical EV focus on aerodynamics and spacious, cab-forward interiors made possible by electric drivetrains, the Type 00 showcases a bold, grand touring coupe design. Its sharply defined lines and massive, cliff-like front end are a striking departure from the sleek, aerodynamic looks commonly associated with modern electric cars.
The vehicle features a long, flat hood that seems to suggest a powerful internal combustion engine, despite being fully electric. The windshield is raked sharply, starting further back from the front of the car, while the roofline stays low and ends with a fastback rear hatch, eschewing traditional design in favor of something more dramatic. Although the Type 00’s proportions may remind some of the legendary Jaguar E-Type, the two cars are visually quite different. The E-Type is graceful and tubular in shape, while the Type 00 has a more robust, monolithic presence, with straight-cut surfacing that conveys a sense of solidity and strength.
Jaguar has named this car “Type 00,” referencing both its status as the first electric vehicle in the brand’s history and its symbolic role as the starting point of the company’s complete reset. The car, which will not be sold, is being promoted as a “design vision concept” that provides a glimpse into the future of the brand. It also previews three upcoming production vehicles, the first of which is expected to be a four-door grand tourer, set to debut in a year’s time and go on sale in the summer of 2026. Images of a disguised prototype of this car have already been released, and it is clear that it shares many design elements with the Type 00, including its dramatic front end. Additionally, two SUVs, designed alongside the grand tourer, will follow in the future.
The Type 00’s design details are also being carried forward to Jaguar’s future production cars. The standout “strikethrough” graphic, which obscures the rear lamps, will become a key visual element for the brand, making an appearance on the production models, both inside and outside. The exterior features accents of brass, while the interior combines brass with fine, lightweight travertine stone veneers, creating a simplistic yet luxurious aesthetic. These materials may also make their way to the production models, adding a unique touch to the vehicles.
While much about the technical specifications of the Type 00 remains under wraps, Jaguar has confirmed that the car is built on its Electric Architecture platform, which was designed to facilitate the car’s bold styling rather than being adapted to fit a pre-existing design. The car will boast an impressive electric range of 430 miles (EPA), although the specific battery capacity, power output, and performance figures have yet to be revealed. What is clear is that these new Jaguar models will carry a significantly higher price tag than the brand’s previous offerings, with the starting price for the new lineup expected to be at least $130,000, compared to the previous average of around $70,000. Production of older models, such as the F-Pace SUV, will continue until early 2026, but the new lineup will represent a complete departure from the past.
Jaguar’s decision to completely separate itself from its legacy with the launch of the Type 00 is unprecedented in the luxury car industry. While the name and the iconic “leaper” logo are retained, the brand’s new identity marks a radical transformation. The company’s rebranding, which emphasizes innovation and bold design, has already stirred controversy but also generated significant attention. Adrian Mardell, CEO of Jaguar Land Rover, expressed his desire for the Type 00’s launch to create the same kind of sensation as the E-Type did at the Geneva Motor Show in 1961. Whether for the same reasons or not, the debut of the Type 00 certainly has made an impact and has the potential to shape the future of Jaguar as it moves into a new era of electric mobility.
