Jaguar has offered a first glimpse at its upcoming luxury electric vehicle as it continues to face criticism over its recent brand transformation. Last month, the British car manufacturer stirred up debate with the roll-out of major changes in preparation for its transition to a fully electric marque.
The overhaul included a newly crafted emblem stylised as JaGUar, a dynamic new "leaper" cat emblem, and taglines such as "delete ordinary", "live vivid", and "copy nothing". At a Miami event on Monday, images were showcased of the forthcoming electric model, named the Type 00.
Described by Jaguar as a "concept with bold forms and exuberant proportions to inspire future Jaguars" the car was unveiled in two distinctive hues: Miami Pink and London Blue. A brass-engraved Jaguar logo has been placed on either side of the vehicle, which, when opened, reveals rearward-pointing cameras that replicate traditional wing mirrors through display screens inside the car.
Entry to the spacious interior is via two "butterfly" doors, revealing an expansive cabin adorned with three handcrafted brass lines running its full length. Its "floating" front seats are covered in a wool blend fabric that is also used throughout various sections of the interior, including the floor.
It is built on a tailor-made electric platform that Jaguar claims will deliver a range of approximately 478 miles, with a rapid charging capability of adding 200 miles of charge in a 15 minutes.
The production-ready version of the Type 00, set to be manufactured in the º£½ÇÊÓƵ, is anticipated to be unveiled towards the end of 2025. While the pricing remains unconfirmed, expectations suggest it will retail for upwards of £100,000.
A promotional video released by the company last month, which showcased individuals in vibrant attire performing coordinated movements without featuring any vehicles, prompted a reaction from Tesla's largest individual shareholder, Elon Musk, who quipped, "Do you sell cars? "
Jaguar's managing director, Rawdon Glover, expressed his disappointment at the "vile hatred and intolerance" seen in the responses to the advertisement. At an event he referred to as the "reimagining" in Miami, chief creative officer Professor Gerry McGovern spoke about the new brand being "influenced by the desire to recapture the essence of Jaguar’s original creative conviction".
He remarked, "Some may love it now, some may love it later and some may never love it. That’s what fearless creativity does." He acknowledged British icons such as David Bowie, Vivienne Westwood, and architect Richard Rogers as inspirations, noting, "They were British trailblazers who challenged convention and had no desire to copy the norm."
"Controversy has always surrounded British creativity when it’s been at its best."
The firm announced that both its vehicles and "culture" will be brought to life in a series of "exclusive brand stores", with the inaugural store set to open in Paris's 8th arrondissement.
Jaguar has announced that it will introduce three new electric vehicles in 2026 aligning with its rebranding efforts; the company had halted sales of new cars over a year ago to strategize this move. Jaguar Land Rover's CEO, Adrian Mardell, said: "The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism.
"That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-type."
"Our journey is already under way, guided by our original ethos to copy nothing – and the results will be nothing short of spectacular."
This statement comes at a turbulent time for the º£½ÇÊÓƵ automotive industry, as Vauxhall's owner plans to close its Luton van factory next April to transition to an all-electric facility, potentially affecting over 1,100 jobs. Stellantis is planning to invest in its Ellesmere Port plant in Cheshire.
The Society of Motor Manufacturers and Traders has issued a warning about the severe impact of the shift to electric vehicles (EVs) on the sector. They highlighted that alongside the tepid demand for EVs, the pressure to meet increasing sales targets could impose £6 billion in costs to the auto industry for the current year.
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