Jaguar Type 00: The courageous path of a traditional British brand into the future

Jaguar leavesnew ways.Overall as a brand. And radically. This represents a new beginningConcept Car Jaguar Type 00, which was presented as part of Miami Art Week. A coincidence? Definitely not.Jaguar is pursuing a bold plan.

With the introduction of a new visual identity, Jaguar has taken the first step towards transformation since November 2024. In Gaydon, those responsible are completely rethinking the brand. Every stone was turned over, everything was questioned. The Jaguar brand as you know it will be different with the presentation of a new series vehicle at the end of 2025 at the latest. The direction in which things are going is shown by the Jaguar Type 00 - a concept vehicle that is much more than that for Jaguar. The Type 00 marks the beginning of a new era. Big words, you might think, but Jaguar means business. One look at the traditional British brand's Instagram channel is enough. Everything new. From the staging, to the lettering, to the logo. And then there is this profile description: “Copy nothing.” A claim that stands above everything else for Jaguar and was coined by the brand’s founder, Sir William Lyons. His vision: to build cars that make faces and jaws drop just by looking at them. The best example is the legendary Jaguar E-Type - a car that, viewed today, looks like a work of art and caused a stir in the sixties. Even with the competition. Enzo Ferrari described the E-Type as “the most beautiful car ever built”.

Why is this important with regard to the Jaguar Type 00? The new concept vehicle refers to the roots of the brand. On the one hand with the prefix “Type”, on the other hand visually. The long bonnet can be seen as a clear design reference to the E-Type. A coincidence? Hardly. In the course of the transformation, the designers certainly took a look in the rearview mirror and the Jaguar E-Type was mentioned in the first briefings.

Design a vehicle that stands out without copying anything. The challenge for the designers could hardly have been greater. No wonder that more than just one team within the company was entrusted with this task. Jaguar's entire design department was challenged. Designers competed against each other in a competition with their designs. The goal: to create something that has never existed before. Also because it was very clear very early on that the Jaguar Type 00 would represent the beginning of something radically new. That's why the zeros in the name: they represent the beginning of a completely new model family and also illustrate the emissions output - namely zero. Jaguar will develop into a fully electric brand, all current series will be phased out and as part of the transformation the British want to appeal to a new, more affluent clientele. If a Jaguar is currently available for just under 50,000 euros, the entry-level model should not be priced below 100,000 euros in the future. This is a novelty for an automobile manufacturer – and much more than just a re-branding. Of course, not everyone likes that. The introduction of the new visual identity has already attracted some criticism. With the presentation of the new Jaguar Type 00 and the journey that the British will embark on with future models, the calls of the critics are unlikely to be silenced. Jaguar itself is aware of this. It's a brave new path that certainly not everyone will follow. But as the saying goes: If you don't dare, you won't win. And isn't it refreshing that a car manufacturer still dares to do something these days? Only time will tell whether the concept will ultimately be successful. The important thing now is to attract new customers. Those that one suspects, among other things, in the art scene. The presentation of the Jaguar Type 00 in Miami – smart.

The Jaguar Type 00 also fits here really well. The flush surfaces, the windowless tailgate and the panoramic glass roof that harmonize with the body convey a sculptural impression. The long bonnet, in conjunction with the flat rear sloping rear end and 23-inch light alloy wheels, also creates a silhouette that is highly recognizable. The Jaguar Type 00 – a work of art itself. But as always the question is: How close is this concept car to the production vehicle?

The British never tire of emphasizing that the Jaguar Type 00 is an extremely close-to-production concept vehicle. One thing is certain: discussions have already taken place across departments. Because the Type 00 is not just a design study. As is usual in the automotive industry, designers communicate with engineers to ensure that the technology fits into the car. It is already clear in the concept vehicle where charging takes place. The placement of the battery was also considered. The Jaguar Type 00 is the model for Jaguar's first redesigned production vehicle as part of its transformation - a fully electric four-door GT. And because the name of a Gran Turismo should always be suitable for travel, the following key data about the new series Jaguar are already known: The future model will be based on the Jaguar Electric Architecture and offer a range of up to 770 kilometers. Charging up to 321 kilometers should be possible in just 15 minutes. Until then, you can still puzzle a little: Following the claim “Copy nothing”, do you really not discover any parallels to other current models on the market? And which details will probably make it into series production? It is unlikely to be the very abstract “Prism” housing, which can be stowed away behind an electrically operated flap on the body. The wing doors, on the other hand, maybe? In any case, there is enough time for interpretation until clarity becomes clear at the end of 2025. Regardless, the Jaguar Type 00 gives you a first glimpse of the new Jaguar brand today. The concept vehicle represents the beginning of a new, courageous, and certainly unexpected, path. Does May make everything new? In Jaguar's case, it's more likely that everything will change at the end of 2024.