Following an advertisement that elicited derision, snarky videos, and lots of commentary, Jaguar Land Rover unveiled its Jaguar Type 00 (or Type Zero Zero) concept on Monday in Miami, heralding a momentous start to Miami Art Week. Famed British carmaker Jaguar revealed its new vehicle design direction with the introduction of an all-electric concept car called “Type 00.”
Rawdon Glover, Managing Director for Jaguar said, “This is a really important step for us is we need to move beyond being a heritage brand to a brand with heritage,” “Our job as the custodians of the brand is to make sure that Jaguar has relevance, desirability, and sustainability for the next 90 years of its history.”
Jaguar Type 00 features
The vehicle, pronounced “Type Zero Zero,” features a minimalistic yet somewhat gaudy design. It is boxy with sleek lights and large wheels, a notably visual change from the brand’s current, sporty cars and SUVs.
Automakers routinely use concept vehicles to gauge customer interest in a design or show the future direction of a vehicle or brand. The vehicles are not meant to be sold to consumers.
The Type 00’s captivating looks are unlike anything Jaguar has done before. In an effort to “Copy Nothing,” the concept retains the basic parameters that have always defined Jaguars, namely a long hood, graceful roofline sweeping rearward with a fastback rear.
Why Jaguar chose Type-00 car as name
Jaguar chose the name of its new concept car not only as an homage to the 1961 Jaguar E-Type but also to acknowledge the Jaguar brand’s total reset, relaunching as a zero-emission vehicle.
“In terms of in terms of what’s happening in the industry and all the changes are coming, we believe that now for Jaguar is the time for a really bold step in terms of what we need to do next,” said Glover.
The concept comes as Jaguar has axed nearly every model in its line-up, including the F-Type sports car, XE and XF sedans, XF wagon, E-Pace SUV, and the I-Pace EV. Only the F-Pace remains in production ahead of the introduction of a battery-electric four-door Jaguar GT in late 2025.
Jaguar new EV lineup
Jaguar is expected to produce several new electric vehicles over the coming years, including a four-door GT car that is expected to be revealed next year that resembles the concept car.
Jaguar is projecting a range of up to 430 miles on a single charge with its new production EV, with up to 200 miles of range in 15 minutes when rapid charging.
Jaguar’s rebrand video
The new concept vehicle comes weeks after Jaguar released an artistically flamboyant video meant to debut the company’s “Copy Nothing” rebranding.
The video featured androgynous models of varying ethnicities and sizes posing in vibrant clothing in a brightly colored landscape. The 30-second clip was accompanied by new logos and fonts for the embattled car company.
Video backlash
The rebrand and video went viral online, drawing widespread criticism on social media last month. The criticism ranged from commenters critiquing the company’s font choice and decision to remove the Jaguar animal logo which has been featured on the car since the 1950s to calling the company “woke” and saying it was abandoning its heritage.
Critics also noted that the ad did not have a car in the video. The company defended its efforts despite the backlash, saying the “brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate.”
Jaguar’s focus on EV
The advertising campaign came after Jaguar in early November halted all new car sales in the U.K. as it prepares to relaunch as an electric-only company in 2026, part of a wider industry shift that is presenting numerous challenges for automakers.
Over the past few years, several automakers have announced plans to exclusively sell EVs, but many have backed off amid slower-than-expected adoption of the vehicles.
“We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes,” said Jaguar managing director Rawdon Glover.
