New spots
Jaguar unveils controversial new era of design
Jaguar has been stirring feathers with its latest marketing moves.
It began with a mysterious advert featuring androgynous characters and a change of font for the classic brand.
Now, it has revealed the first images of its new Type 00 electric concept car, which hint at its new brand direction.
Moving forward
The brand decided to scrap production of its entire line-up in 2026 to relaunch as an all-electric luxury car manufacturer.
Jaguar’s rebrand has certainly captured eyeballs with its new logo, font and design approach splitting opinion.
Making its public debut at Miami Art Week, the “Miami Pink” Type 00 (pronounced zero zero) hints at a new range of future Jaguar EVs.
It’s rolling
A test version has already been spotted on UK roads.
Spy photos emerged last month, signalling a definite intent to put the concept car into production.
The concept and the test vehicle feature similar proportions in the art-deco style.
It’s believed that it will be launched in 2025 and on sale in 2026.
It is an all-electric four-door luxury GT car with a six-figure price tag.
‘Zero Zero’ is the first of three new EV Jaguar designs.







Why not?
Professor Gerry McGovern, JLR chief creative officer, told Miami Art Week: “Type 00 is the first physical manifestation of the new Jaguar brand.
“This is a taste of things to come. Those of you who know me, know that I don’t believe in concepts unless they become a reality.”
McGovern acknowledged the Type 00’s “jaw dropping proportions with an elongated bonnet that doesn’t conform to electric vehicle design, and why should it?”.
The new model will be built in the UK and will target a range up to 478 miles WLTP on a single charge and adding up to 200 miles of range in as little as 15 minutes when rapid charging.
Type 00 launch video at Miami Art Week: