Jaguar has unveiled its highly anticipated Type 00 electric vehicle at Miami Art Week, marking a significant departure from its traditional designs and signaling a bold rebrand. The luxury carmaker, which has faced declining relevance in recent years, used the dramatic launch to reassert itself in the global automotive market.
The Type 00, an all-electric GT priced at over £100,000, has garnered praise and criticism for its striking design. The car was unveiled in two unconventional colors—Miami Pink and London Blue—reflecting its launch city and Jaguar’s British heritage.
Industry Experts React
Jeff Dodds, CEO of Formula E and a former Honda marketing director, described the launch as disruptive and attention-grabbing. “It’s much bigger, bolder, and more disruptive than I imagined. Inspector Morse wouldn’t go near it, but his grandson with a cybersecurity startup might,” Dodds quipped, emphasizing the car’s appeal to younger, affluent buyers.
Motoring journalist Ginny Buckley, founder of Electrifying.com, lauded the Type 00 as the most dramatic car she has seen in her 25-year career. Highlighting its elongated bonnet, monolithic grille, and front-hinged butterfly doors, Buckley noted that the polarizing design aligns with Jaguar’s intent to “make people feel uncomfortable.”
However, some experts, like Richard Exon, co-founder of the ad agency Joint, criticized Jaguar’s marketing campaign. “The teaser video was derivative and disappointing,” Exon said. Yet he praised the concept’s bold aesthetic and urged Jaguar to follow through with its radical vision.
A Gamble on Reinvention
Manfredi Ricca, global chief strategy officer at Interbrand, emphasized that Jaguar’s rebrand is not merely an evolution but a reinvention. “Today’s reality is that more people celebrate Jaguar’s heritage than want its cars,” Ricca said. He noted the challenge lies in converting the buzz into actual sales when the Type 00 hits the market in 2026.
Jaguar chief creative officer Gerry McGovern acknowledged the polarizing nature of the design, stating, “It will make people feel uncomfortable, and it will polarize.”
The Road Ahead
While the Type 00’s reveal has reignited global interest in Jaguar, its success will depend on how much of the radical design makes it to production and whether it can attract the younger, tech-savvy audience it targets. With plans to launch the car in 2025, Jaguar has limited time to prove that this rebrand is more than just an aesthetic gamble.