Jaguar posted a video on social media last week announcing a complete rebrand, and it went viral for reasons that the brand probably didn’t intend. Unconventional models in unusual, brightly colored outfits reminded social media users of the Zoolander films, and the video did not show a car – not even a teaser. Tesla CEO Elon Musk brutally “ratioed” the post, simply asking, “Do you sell cars?” and getting more than 11 times the likes of the original post.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
Now, the iconic British brand has pulled the wraps off of its new concept at Miami Art Week. The Jaguar Type 00 electric two-seater coupe is “an example of Jaguar at its best,” according to the brand, which is “recapturing its original ethos to ‘Copy Nothing.’”
The Jaguar Type 00 (pronounced “zero zero”) is a design study that gives a glimpse at the brand’s future production models. Its proportions resemble a traditional sports car with a long hood and fastback profile, but that’s about where the tradition ends. The concept was unveiled in two colors: Miami Pink and London Blue, the former representing “the iconic Art Deco surroundings of its reveal” and the latter a nod to the brand’s British heritage.
Although still facing mockery on social media, the people running Jag have a great deal of confidence in the brand’s re-emergence. “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry, and emotional magnetism,” JLR CEO Adrian Mardell said. “That’s the Jaguar we are recapturing, and we will create the same sense of awe that surrounded iconic models like the E‑type. Our journey is already underway, guided by our original ethos to Copy Nothing – and the results will be spectacular.”
Chief Exterior Designer Constantino Segui Gilabert also believes this concept brings the brand into the future while channeling the brand’s heritage. “Jaguar is no place for ordinary,” Gilabert said. “When you see a new Jaguar for the first time, it must have a sense of awe, of never having been seen before. Type 00 commands attention, like all the best Jaguars of the past. It has a dramatic presence, channeling a unique spirit of British creativity and originality. It celebrates art and embodies the essence of Exuberant Modernism.”
Jaguar calls the design theme of horizontal lines “strikethrough,” which “symbolizes Jaguar’s desire to strike through convention.” However, these lines are prompting some commenters on social media to compare the Jaguar Type 00 to a mashup of a Rolls-Royce Spectre and a window air conditioning unit.
The interior is finely crafted with premium materials that are unconventional in luxury cars. Three hand-finished brass lines run through the interior, one of which is on a partition between the seats. Travertine stone gives parts of the cabin a sculpture-like appearance, and textiles round out the soft-touch parts of the cabin. A pair of screens “glide silently and theatrically from the dashboard.”
As for what we can expect in production models, the new Jaguar Electric Architecture (JEA) will be a dedicated EV platform with a target range of up to 430 miles, output of up to 1,000 horsepower, and an estimated charge time of 15 minutes. It’s unclear whether this platform will be shared with the other JLR brand, Land Rover.
The Type 00 debuts a few months after a Cadillac EV coupe concept. The Cadillac Opulent Velocity aims to blend luxury and performance with an Opulent drive mode emphasizing autonomous comfort and Velocity mode, putting the driver in control of a serious performance car. The Jaguar Type 00 has a similar ethos but leans more toward luxury.
Comments
This is so out of touch and tone deaf. Even the few people that were into this thing 10 years ago are starting to move on. Way late to a small party.
The two models look like a gender reveal party.
New Jaguar….. 30% off MSRP for BIPOCs and LBGT members….. others have to wait 3 years in line… wouldn’t be surprised……. never go full Bud Light……
Ron
Is this satire or did you skip the meds Ron?
Why would it be satire…. Have u watched their recent conference about DEI and inclusiveness….. looks like you’re not up to date…..
Ron
Check your pants huie. If you were born with a d ck, your not a chick.
has LGBT strangers enough money and garage ?
And to think people thought the XJ-S was a joke when it was revealed in 1975.
These are beyond horrendous…no grace, fractured space, so why worry about pace from these monstrous scabs?
This was thought up by men at Jaguar that enjoy the smell of their own farts while dressed in drag… so now its called… Draguar.
How about RuJag with the big blond wig on the roof.
wow … coool kkkkkk so is this a Brick Pink with 2 air vents HVAC huge frubk for nothing and rear with 2 beds for children inside and in middle a wall of separation
An over-rationalized, lazy design that squanders its global brand heritage and equity.
The 00 makes me admire the Celestiq for its “grace” and “beauty.” Even in that horrible green.
yep… prefer the lebestiq while they say 4 doors will come 2026, but in this direction in 2025 prior jaguar is dead
Saw the new Jag ad. Who would want to be associated with that deviant freak show?
you mean the fashion ?! maybe spok and enterprise space journeys goes visiting the planet to understand why
This is ATROCIOUS and certainly nothing to worry about creating a rival for. AND it’s an EV…
Identifies as: their/them
“So sterile, generic and uninspiring”. Hey! I just created the new tag line!
It’s ugly.
It’s not even that original.
There’s no way it can cross the railroad tracks.
Where are the turn signals? Did Jaguar forget them?
It’s an early concept vehicle meant to generate buzz. It did alright, but not the way Jaguar had hoped.
year jaguar could have getting the project of 1960. 1970 and redoing with update abs, airbag etc. and voilá
…and I thought the 2020 Rolls-Royce “Apparition” concept was cartoonish. Woof!
The new design philosophy at Jaguar, as they say it, is to “think outside of the box”. Their creative thinking has resulted in more of a brick with wheels. The Cyber Truck is a design abomination so I suppose the Jaguar people must see abomination as the new trend in automotive design.
… and they said GM Pontiac aztek and fiat multipla were ugly cars, see now what are the projects to street, bmw, jaguar, even rolls royce… so…
Jaguar just shot their only remaining foot
…Paw.
indeed…
There’s a feeling of desperation in this rather radical brand reinvention. Like a last gasp, do-or-die effort to become relevant to a new demographic. If it fails, I suspect this once proud brand may well become part of history.
The problem is that the targeted demographic was overamplified on certain social media platforms and isn’t as nearly large as some of these out of touch folks thought.
in Brasil had a Damares politician who said blue for boy inderwear rosa for girls in panties so UK assimilated …. we are still absorving the idea … for sure the new public is the common trend L G B T we see in TV show offs but if they have money to buy euros 150 000 do not know — Great chance for GM … they say no copying, but wheels seems based in the lesbistiq either the spectre designs… jaguar seems not to survive while GM goes furter, if the professor of design of JLR wants to go rosa the sales uphills, maybe they should restart from scratch, and they say 2026 with 4 doors, so very caddy lesbistiq
You consistently do a fine job keeping the title as the worst poster on this site.
do not care, you do not pay my bills neither anyone here
At least they named it right (00). That’s what I would rate it too.
yikes
European designers need therapy if they think anyone will buy the overhyped albatross. Much like Hollywood, lacking for any real substance. The CEO and board that green lighted this hideous automobile needs to be removed immediately. The design screams for the lack of talent and originality. Proof Cadillac will become an iconic vehicle with competitors that lack artistic design. Harley Earl would fire his staff if they didn’t come up with something better.
Sad, just sad. I hate to see Jaguar disappear.
NEUTERED JAGUAR can not reproduce anymore, poor nature
Latest claim is this thing is a “modern-day interpretation” of the Series I E-Type Coupe.
The XKE after 60 years of Big Macs .
This is the type of commercial that would fit in more with Macy’s or Target, certainly not for Automaker.