Jaguar has revealed its Type 00 concept car, marking a bold statement in the luxury automaker’s ambitious rebranding strategy. Unveiled during Miami Art Week, the electric vehicle concept showcases the company’s dramatic shift toward a more modern, provocative brand identity.

Design and aesthetic innovation

The Type 00 features a distinctive long bonnet and fastback profile, complemented by 23-inch alloy wheels. Available in two striking colors—Miami Pink and London Blue—the concept car embodies the brand’s new design philosophy. As Jaguar described it, the colors represent “the iconic Art Deco surroundings of its reveal” and the company’s “British heritage.”

Mixed public reception

While the concept car has generated significant online discussion, public reaction remains divided. Some commenters praised the design as “sleek,” while others criticized it more harshly, with one noting the car looks “beyond ugly.”

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Jaguar is not merely updating its vehicle lineup but conducting a holistic brand transformation. The company plans to become an electric-only luxury vehicle manufacturer with a new brand identity that extends far beyond traditional automotive marketing.

Controversial rebranding continues

The Type 00 follows the company’s November rebrand, which introduced a new logo and promotional strategy under the tagline “copy nothing.” The previous campaign, featuring a diverse cast in an otherworldly landscape, already sparked controversy among traditionalists.

Future outlook

Jaguar has announced plans to launch its first production electric Grand Tourer in late 2025, built in the UK. The company also intends to open brand stores globally, with the first location set to open in Paris’s 8th arrondissement.

Key transformation elements

• New electric-only vehicle strategy
• Redesigned “Leaper” logo
• Global brand store expansion
• Emphasis on contemporary, diverse brand representation

As Gerry McGovern, Jaguar Land Rover’s chief creative officer, stated, this transformation aims to “recapture the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”