A little over a week since it broke the internet with its new logo reveal, the heritage luxury car brand Jaguar has taken to Miami to unveil a vision for its future that is by its own admission “unexpected and dramatic” – Type 00.
Type 00 (pronounced “Type Zero Zero”) is the culmination of a years long project that sees the British carmaker make good on its promise to ditch fossil fuels in favor of volts and amps – in February 2021, Jaguar Land Rover announced that by 2025 it will no longer manufacture petrol cars under its Jaguar brand. Today’s announcement, however, isn’t merely about a move to an all-electric fleet; rather, it’s a pivotal moment – and arguably the most significant – in the brand’s 90 year story, marking an evolution and irreversible shift from what came before to make way for what is to be.
It’s important to note, though, that Type 00 is conceptual and the pink and blue vehicles revealed today aren’t “real” cars you can currently purchase or pre-order – they instead represent intention, the start of something new.
As wildly different as it may appear on the surface, the Type 00 concept can trace its roots back to an altogether more familiar place, somewhere Jaguar enthusiasts would even recognize. Although it is used by other manufacturers in the world of motor cars, the “Type” prefix has become synonymous with Jaguar; it isn’t just a naming convention, but a “link to the brand’s provenance” according to a statement from Jaguar today.
But what’s really in a name? Well, according to Jaguar, it’s quite simple: the first “0” stands for its commitment to zero emissions, while the second “0” represents the newly announcement concept “as car zero in our new lineage.” This new chapter in the brand’s also story marks the start (at least publicly) of its “new creative philosophy”, one that it calls “Exuberant Modernism”. Jaguar has stated that its Exuberant Modernism era will be guided by the three fundamental tenets it is built on, which are being exuberant, modernist and compelling, each of which that will be “expressed in every part of the brand” and seen “everywhere it appears.”
Jaguar also envisions that its new design doctrine will be a disruptive force in the electric vehicle (EV) market, with its Type 00 concept car as the first manifestation of its defiance to creative conventions. It highlights Type 00’s long bonnet, sweeping roofline and boat-tail as visual indicators of this new Exuberant Modernism, elements it hope’s will help its cars to “stand out in an increasingly homogenous EV market.” It makes note of a side profile “dominated by bold proportions” and describes its glassless tailgate and panoramic roof as “creating a sense of sculpture”, all of which culminate in its future car being as much an EV as it is a “sensory experience.” However, while this shift in aesthetic hints to a very different looking future for its cars, Jaguar also claims, perhaps somewhat ironically, that this new creative direction will help it to “recapture the spirit and essence of the brand at its best”, channeling its founder, Sir William Lyons’, vision that Jaguar cars should be a “copy of nothing” and, instead, “considered as art forms.” Indeed, its new slogan “Copy Nothing” is inspired by Lyons’ own words.
From its new logo and completely updated visual identity, to its futuristic and frankly surprising Type 00 concept, Jaguar’s recent announcements have inspired a uniquely 21st century kind of discourse in both how fast and wide the conversation has spread. Yet, for all of the memes, mockery and genuine confusion found online, every step on the road to today’s big reveal in Miami feels has felt intentional on Jaguar’s part. While some may feel this new direction is a complete overhaul of 90 years of classic, British car-making heritage, the brand’s boldness and conviction in its so-far-controversial rebrand must surely inspire confidence, if nothing else.
Jaguar says the first car from its new Exuberant Modernism era will be “revealed in late 2025.” It describes it as “a four door GT” capable of achieving “up to 770km (478 miles) WLTP or 430 miles (692km) EPA on a single charge.” Jaguar has also touted the fast-charging abilities of its future EV, claiming users will be able to add “321km (200 miles) of range” with just 15 minutes of charging.
