Jaguar revels in a daring new era – delivering on a promise to be refreshingly different

Thanks to Jaguar, the common criticism that most new electric cars all look the same no longer rings true. We can't think of one defining moment when new car design became largely homogenous, but ever tightening safety laws and shared EV platforms make designing something fresh and exciting increasingly difficult.

Unless, of course, you are Jaguar. Following its internet-breaking brand reimagining, in which everyone from diehard brand loyalists to Nigel Farage had an opinion, the great British automotive powerhouse has just revealed a new concept car, dubbed the Type 00, that's set to trigger a clean break from what anyone has ever previously associated with the brand. Unveiled at Miami Art Week in ‘Miami Pink’ and ‘London Blue’, it doubles down on Jaguar's reimagining, and looks unlike anything else on the road right now.

Of course, this is a concept, so it won’t actually ever touch tarmac, but we’re promised by Jaguar that the production cars to follow will closely resemble the lines and silhouette of this concept. It sets the pace for new Jaguar, providing insight into the direction the brand is heading as it transitions into a more exclusive, fully electric manufacturer.

“The most important thing with this first step we’re taking is that we want to elevate the position of Jaguar,” says Rawdon Glover, Jaguar’s managing director. “We want to go back towards a point where it is a brand associated with desire and a more elevated price point, and a brand that has a point of view, a brand that's really relevant and current in today's cultural Gulf Stream. That's the most important thing we can do at this first step.”

The Type 00 is an imposing thing, long and elongated, with minimalist edges and a sweeping fastback rear. It is part Tony Stark, part Batman and re-writes the EV design playbook with its long bonnet referencing Jaguar's iconic E-Type. Most importantly, it incorporates design details set to become Jaguar signatures. The ‘strikethrough’ can be seen in place of the front grille, and on the rear integrating the rear lights. The newly-designed Leaper has been laser-etched in brass next to each of the doors, and the new Jaguar font is featured at both the front and back.

“We're on a journey, and this is the start of that journey to try and get to a much more interesting place,” says Richard Stevens, JLR’s design director. “There's a lot of other OEM car brands that talk about being the definition of modern luxury, but they're still just operating in the same automotive sphere. And I think we've got to break out of that. And that's certainly what Gerry [McGovern] is driving everyone to do. It’s his consistent and repeated narrative that drives everyone to really focus on that and not obsess about cars.”

When the first new Jaguar GT will be available

This is a narrative we will continue to see from Jaguar ahead of the unveiling of its first production car, that's confirmed will drop at the end of 2025. That car will be an electric four-door GT, and will use the newly developed Jaguar Electric Architecture to target a range of 478 miles WLTP. We also expect it to be among the most powerful Jaguars ever made. It’s currently being tested on the road, and promises exciting driving dynamics as well as daring looks. We’ll find out what that all looks like soon enough, but for now the Type 00 kickstarts the new era in bold, unapologetic style.

What the experts say

“How can you not appreciate how hard Jaguar has gone here? It’s grandiose, it’s monolithic, it’s sharp and it’s incredibly c*nty. Best of all, nobody expected it. The type 00 is a statement of arrival, a high-drama concept that’s launched at a time where hedonism is a dirty word – and I’m so here of it. Look at the long, menacing bonnet, the front end that appears like a robot staring you down, and that low-slung profile — this isn’t a needy hero car begging to be liked, it’s villainous, mean and polarising. It basically screams, Fuck you if you don’t like me. I get that a lot people wanted an E-Type 2.0, but restomods exist; there’s a whole industry out there building just that. I’m really in awe of Jaguar for loosening the anchor of heritage and leaning into proper artistic expression, and being so unafraid to do so. The Type 00 may not for everybody, but that’s what makes it iconic.” Noelle Faulkner, car expert

“I’m glad I waited until the concept images surfaced before making any judgement. Yes, the recent teaser campaign has been a departure from what we have all come to expect from the ‘old’ Jaguar, but the design language in this concept solidifies the bold relaunch and I think is something to be excited by. And even if you’re not a fan of ‘that’ campaign, Jaguar are here to sell cars, globally – and if they look like the concept, that’s good with me.” Tom Eaton (aka @tge), creator and collector

“There is no Super Bowl ad, no paid campaign, no billboard on earth that could even come close to the universal awareness that Jaguar has achieved over the last few weeks. It is truly staggering from a marketing industry perspective what the brand has been able to achieve with just four Instagram posts. Three weeks ago not a single soul in the automotive world was talking about Jaguar. Today your grandmother who doesn’t drive is asking you about it.” Ted Gushue, Type 7

Triggershoots LTD

“The Jaguar Type 00 is, in my humble opinion, provocative and outlandish. I find the nose similar to mine – too long, and the shape unrefined, but it’s a concept so there’s hope the road car will look dramatically different. The minimalist front and rear grill does give it style with a bit of a sporty edge and the overall shape, soft sweeping lines, especially at the rear gives a nice nod to the past, whilst also looking to the future. And there is no rear window, so one less thing to defrost in the winter months (don’t panic there are cameras instead). I appreciate Jaguar needed to do something radical to increase car sales so I really hope for the future of this Great British automotive manufacture, that it works.” Nicki Shields, automotive presenter