Jaguar is making a dramatic comeback, and what a spectacle it is. Following a vibrant, polarizing promotional film, the brand has unveiled its centerpiece: the Jaguar Type 00, an electric coupe-sedan set to redefine the storied marque. Slated for release in late 2025, this car promises to propel Jaguar into a new era. Fans are intrigued, divided, and some are outright skeptical. Welcome to Miami – bienvenido a Jaguar’s future.
Art Meets Automotive Ambition
The debut of the Type 00 at Art Miami was a spectacle unlike any other in the automotive world. With a need for reinvention hanging heavy, Jaguar turned to art to launch its new identity. Against the backdrop of Miami’s Art District, Jaguar Design Director Gerry McGovern unveiled the Type 00 in dramatic fashion, presenting two show cars as proof of the brand’s newfound commitment to boldness.
Gone are the days of deep green exteriors and beige leather interiors. Instead, Jaguar’s latest creation bursts onto the scene with bright hues and contemporary lines, signaling a definitive break from tradition.
A Controversial Start
The journey to the Type 00’s unveiling began with a promotional video that set the internet ablaze. Featuring vibrant, fashion-forward characters that some likened to „woke Teletubbies,“ the campaign triggered a media frenzy – and a fair share of backlash.
“Polarizing was the goal,” admitted a Jaguar insider. “But the intensity of the response exceeded even our expectations.” Jaguar Managing Director Rawdon Glover added, “Jaguar has an incredible legacy, but we needed to make bold moves to reposition the brand. Our mantra – ‘Copy Nothing’ – is about breaking free from conventions.”
The boldness was necessary. Years of sluggish performance had tarnished the Jaguar name, and its place within the JLR stable – alongside Range Rover, Discovery, and Defender – added complexity. To many fans, Jaguar and Land Rover remain the only „real“ brands in the lineup.
Type 00: Redefining Jaguar’s Identity
At Art Miami, Jaguar didn’t just unveil a car; it celebrated a complete reimagining of the brand. The Type 00 serves as a rolling manifesto for Jaguar’s new design language, crafted under McGovern’s leadership. A five-meter-long coupe-sedan, the Type 00 is destined to compete with the likes of the Porsche Taycan, Audi E-Tron GT, and the forthcoming AMG GT four-door.
Design-wise, the Type 00 is unapologetically bold. The massive front fascia evokes comparisons to the Rolls-Royce Phantom and even the iconic car from The Green Hornet. With monumental 23-inch wheels, dramatic bodywork, and a rear end styled with striking lamellae, the car eschews the British understatement for which Jaguar was once known.
Electrifying Performance
Beneath its dramatic exterior, the Type 00 is all-electric. It promises all-wheel drive, all-wheel steering, and up to 1,000 horsepower, with a WLTP range of up to 770 kilometers. Thanks to an 800-volt architecture, its battery can recover 320 kilometers of range in just 15 minutes when plugged into a 350-kW charger.
Inside, the Type 00 is a study in minimalism and luxury. High-tech seating, exquisite materials, and a clean, modern design point to Jaguar’s aspirations for a futuristic yet opulent driving experience.
A New Look for a New Era
The Type 00 is also a vehicle for introducing Jaguar’s updated branding. Gone is the iconic leaping cat, replaced by a JR emblem that adorns steering wheels and wheels alike. „Small wheels and short hoods are standard for EVs, but we wanted to take a different approach,” Glover explained. “Nothing on the road looks like this.”
And that’s deliberate. Jaguar isn’t aiming to please everyone. Even the show cars’ colors – Miami Pink and London Blue – signal a departure from the subdued palettes of traditional luxury cars. While they suit the vibrant backdrop of Miami, these bold hues may face a tougher reception in other markets.
Challenges Ahead
The road to 2026, when the production version of the Type 00 is expected to hit dealerships, won’t be without its challenges. Refining the color options is just the start. Jaguar’s new design philosophy is daring, but it will need to win over buyers in an increasingly crowded electric luxury market. For now, the Type 00 is a bold statement – and a beacon of hope for a brand seeking reinvention.
