Jaguar unveils Bold Electric Future with the Type 00 Concept

At Miami Art Week 2024, Jaguar unveiled the Type 00 concept, a provocative two-door fixed-head coupé. The concept, which has split opinion among audiences, radically reimagines the storied British automotive brand’s future. As Jaguar prepares to transition entirely to electric vehicles by 2026, the Type 00 serves as a bold statement of intent, challenging expectations and potentially rescuing a marque facing existential challenges.

The concept car arrives at a critical moment for Jaguar. Once a symbol of automotive elegance, the brand has experienced a dramatic decline in recent years, with sales plummeting from 180,000 in 2018 to a mere 67,000 in 2023. This precipitous drop prompted a radical strategy: a complete electrification of the lineup and a comprehensive rebranding effort.

The Type 00’s Design

The Type 00’s design is nothing if not eye-catching. Eschewing the expectations set by its predecessor, the I-Pace, this concept introduces a dramatically different aesthetic philosophy. Long, confident lines define its silhouette, creating what Jaguar describes as “beautiful, opulent proportions.” The car embraces a modernist approach with starkly simple surfaces that simultaneously manage to incorporate sleek, complex curves.

Most striking is the car’s proportionality. Despite being a concept that won’t directly translate to production, it deliberately echoes the legendary 1961 E-Type—a car once described by Enzo Ferrari as “the most beautiful car ever made.” The long, sculpted bonnet and raked roofline pay homage to Jaguar’s design heritage while pushing into a decidedly futuristic realm.

The front fascia particularly embodies this new design language. Instead of a traditional grille, Jaguar has introduced a 16-bar “Strike Through” design element—a bold graphic treatment that flows from the front panel through the windscreen and into the interior. Massive 23-inch alloy wheels continue this design motif, creating a sense of visual continuity.

Jaguar’s Controversial Rebrand: Agent Provocateur

Jaguar’s transformation hasn’t been without controversy. A recent social media teaser featuring models in bright colours—conspicuously absent of any vehicles—drew significant criticism. Tesla CEO Elon Musk pointedly asked, “Do you sell cars?” The brand’s decision to alter its iconic growling cat badge further raised eyebrows among traditionalists.

However, Jaguar’s CEO Rawdon Glover appears unperturbed. He suggests the heated debate has successfully drawn “more eyeballs” to the brand, indicating a deliberate strategy of provocation. The Type 00 concept continues this approach, presenting a design that is simultaneously beautiful and polarizing.

Technical Ambitions and Market Strategy

While styling captures immediate attention, Jaguar’s technical aspirations are equally compelling. The production model, expected to debut in late 2025, promises up to 770 kilometers of range and fast-charging capabilities that can add 321 kilometers in just 10 minutes. The car will be built on Jaguar’s new JEA architecture, designed specifically for electric vehicles.

Pricing is expected to position the car firmly in the luxury segment, with estimates suggesting a price point around £120,000—more than double the cost of previous Jaguar models. This reflects not just a technological transformation but a strategic repositioning as a premium electric grand touring brand.

The initial launch will prioritize markets like the UK and USA in late 2025 or early 2026, with regions like India scheduled for a second phase of rollout. This measured approach suggests careful planning behind Jaguar’s reinvention.

Jaguar’s Gamble on Radical Reinvention

The Type 00 concept represents more than just a new car—it’s a comprehensive reimagining of what Jaguar can be. By embracing electric technology, radical design, and a provocative marketing approach, the brand is attempting to write its next chapter.

Whether this bold strategy will reverse Jaguar’s declining fortunes remains to be seen. But one thing is certain: the Type 00 has succeeded in making the automotive world sit up and take notice.