With the unveiling of the Type 00 concept, Jaguar has taken a huge step towards that goal. This sleek electric two-door grand tourer first revealed itself at December’s Art Basel Miami. This electrifying reveal marks the automaker’s pledge to innovation and a reinvented brand identity. The Type 00 concept represents not only a shift towards electric mobility but a move to redefine Jaguar’s image in the automotive landscape.
Rawdon Glover, the managing director of Jaguar, has proudly presented the Type 00 at renowned automotive events across the globe. He’s brought it to prestigious cities including Monaco, Tokyo, and London. Whether this strategic move is designed to drum up excitement and concept feedback from antique auto aficionados and Jaguar die-hards alike, remains to be seen. The firm is starting a fun transformational process.
Jaguar’s design language is intended to make vehicles that express drama, scale and proportion. Glover emphasized the necessity of this evolution, stating, “We knew we needed to make a bold change, a bold move.” The design team has been divided into three groups tasked with developing this new aesthetic, moving away from conventional electric vehicle designs characterized by high riding, stacked batteries, and tiny wheels.
The Type 00 is just the beginning. Jaguar intends to make a four-door grand tourer its first production vehicle under the rebranding effort. This new model will be available for purchase late next year, with production starting around the same time. Next year we will see Jaguar reveal the new model and start taking orders. This is another strategic play to double down on that commitment to the brand’s reinvention.
Importantly, Jaguar has chosen the United States to be its biggest market for this new lineup. This narrow focus is practical considering the company’s mission to break into the burgeoning electric vehicle industry. That means you can legally purchase that F-Pace SUV for the next year and a half. In that light, it will be the last model produced with the old design language—before we make a radical aesthetic departure—in a highly transitional outpost.
We’re not expecting a consensus of every single person to go, ‘Oh, that’s lovely. Glover said about the reaction to the new layouts. This declaration reinforces Jaguar’s broader desire to challenge complacency and invite debate rather than just looking for a stamp of approval. Aspirationally, the brand is trying to differentiate itself. It’s a reminder of Sir William Lyons’ maxim, “Jaguar should be a duplication of nothing.”
While Jaguar enters fully into this thrilling new territory, it remains dedicated to welcoming new buyers while still recognizing its deep heritage. The Type 00 concept is meant to reflect that vision. It paves the way for a future where luxury automobiles combine high-performance technology with a respect for the environment.
