In a world where heritage car brands are rewriting their DNA, Jaguar’s recent moves are causing ripples—and not always the good kind.
With a controversial rebranding campaign that traded roaring engines for neon-wrapped models and cryptic slogans like “delete ordinary” and “copy nothing,” Jaguar is attempting a renaissance. But as with any bold reinvention, the devil is in the details—or in this case, the leaked images of their new concept EV.
A Design Departure or Design Disaster?
The leaked concept, internally dubbed “Type 00,” has been met with a mixed bag of reactions. Fans of Jaguar’s iconic E-Type may find it hard to stomach the sharp angles and neo-retro aesthetics that feel more like geometric experiments than timeless elegance.
The car’s front features a squared-off fascia with slim LED headlights, a simplified Jaguar badge, and a grille that seems to belong on an abstract art installation rather than a luxury car.
From the side, a coupe-like roofline flows into what can only be described as an air conditioning unit masquerading as a rear end. There’s no rear window—Jaguar has opted for a camera-based rearview system, following the Polestar 4’s lead. And those slatted grilles at the back? They’re likely concealing taillights, though whether they’ll add flair or frustration remains to be seen.
Specs That Aim High but Come at a Cost
While Jaguar has yet to release full specs, reports suggest the Type 00 will deliver 575 bhp and boast a WLTP range of over 430 miles. For those in the U.S., expect a more conservative EPA rating north of 300 miles.
If you’re hoping to join the exclusive ranks of Type 00 owners, start saving—prices are expected to hover around £100,000 ($127,000), pushing Jaguar firmly into Aston Martin and Bentley territory.
This is all part of Jaguar’s plan to go fully electric by 2025, with three new models underpinned by its proprietary JEA (Jaguar Electrified Architecture) platform. The lineup will kick off with this four-door GT, followed by a luxury SUV and a sportier coupe.
From Miami Art Week to the Dealerships: The Marketing Gambit
The timing of this reveal, coinciding with Miami Art Week, feels as curated as the minimalist interior of the Type 00. The event promises a “vivid” experience, aligning with Jaguar’s new artistic ethos.
However, critics argue that the campaign has lost sight of the cars themselves. Tesla CEO Elon Musk’s quip on social media, “Do you sell cars?” sums up the skepticism.
Jaguar’s response? A cheeky invite to Miami for tea. But with no vehicles currently on sale in some markets and dealerships forced into a holding pattern, Jaguar’s gamble to go all-in on exclusivity might backfire before it gains traction.
“Copy Nothing” but Lose No Time
Jaguar’s move to reposition itself as a luxury EV brand is undeniably ambitious. The promise of more power, innovative design, and a bespoke platform could redefine its image, provided the execution matches the vision. However, with stiff competition from brands like Lucid, Tesla, and even sibling Land Rover, the margin for error is slim.
For now, the Type 00 concept is a teaser for what Jaguar’s electric future could look like—polarizing, provocative, and undeniably expensive. Whether it’s a misstep or a masterstroke, one thing’s for sure: Jaguar isn’t playing it safe.
Charge Complete
Jaguar’s electric pivot is charging ahead, but the road is fraught with challenges. The Type 00 promises luxury, performance, and a daring aesthetic shift—but will it resonate with buyers ready to invest six figures?
As Jaguar transitions into its electric-only era, only time will tell if this bold reinvention strikes the right balance between heritage and innovation. For now, the spotlight is on Miami, where the future of Jaguar begins to take shape.
