Change is good: Jaguar premieres Type 00
As the British luxury automaker enters a new era, the recently unveiled model captivates with its noteworthy proportions and dramatic dual palette.
My experience as a marketing and creative strategist, writer, and editor is rooted in storytelling. Exploring the world of design is immensely linked to my work, as I’m guided by curiosity and open-mindedness.
WebsiteRebrands always trigger seismic psychoemotional response–the more deep-seated the brand is into our collective consciousness, the more spirited the sentiment becomes. Upon reception, the pendulum swings back and forth between the doubters and naysayers of the world and those who find joy in open-mindedness and risk, the dreamers. No matter, where there’s color, there’s life.
The recent release of the aptly entitled Type 00 concept car marks a clean slate for Jaguar and enticingly embodies the essence of the automaker’s currently unraveling transformation. Ahead of its electric-only relaunch in 2026, Jaguar closed 2024 with a bang: a rejuvenated logo, a fresh motto: “Copy Nothing,” and a new creative philosophy of Exuberant Modernism.
The visionary design of Type 00 is unlike anything we’ve seen from Jaguar before. During the premiere that took place at Miami Art Week, the concept car was presented in two tantalizing colors. While Miami Pink (in shades of Satin Rhodon Rose) reflects its ravishing reveal’s iconic Art Deco surroundings, London Blue (in shades of Inception Silver Blue) pays homage to the brand’s multi-tiered British heritage.
Type 00 serves as a design preview for Jaguar’s upcoming electric four‑door GT that promises a range of up to 430 miles. The first zero in its name references zero tailpipe emissions, the second its status in Jaguar’s new lineage. The electric car will be released later this year, built in the UK, and available to purchase in a select number of exclusive brand stores for clients around the world.
Type 00’s opulent and modernist exterior is bathed in markers of change. As an unconventional approach to electric vehicle design spearheaded by JEA (Jaguar Electrical Architecture), its striking silhouette features a long bonnet, a body-harmonized, glazed roof, massive 23-inch alloy wheels, and narrow windows. While the car’s side profile is defined by bold proportions–the leaper, a precious and beloved symbol of provenance, discreetly laser‑etched into a hand‑finished brass ingot on each side–the glassless tailgate intensifies the presence of a futuristic design philosophy. The rear is made up of two horizontal Strikethrough graphics that elegantly shape the back just as the slim headlights distinctly wrap the model’s front.
Type 00’s customizable sensory interior further conveys the concept car’s transcendent identity. It’s characterized by the blend of brass, travertine stone, and wool-blend woven textiles from Kvadrat. The three hand-finished lines of brass that run the length of the interior form its 3.2 metres‑long spine–one down the center, one along each of the doors.
The totem can be made of brass, travertine, or Alabaster. Elements such as ambient lighting, soundscape, and screen graphics can be added and personalized to enhance the experience as well. Multiple screens, where animations are formed through the creative technique of Chiaroscuro, can be incorporated to complement the slim display that spans the base of the windshield. The long brass rail that runs through the cabin’s center creates a visual and functional divide between the driver and the passengers.
Jaguar’s Type 00 sets a new bold standard for the luxury automaker and lays the foundation for its electrifying, highly-anticipated new ethos. As we gaze upon it–placed against the backdrop of what appears to be a slice of a pinkish foreign moon and ready to strike–Type 00 may feel out of reach now. Until it isn’t.
