Jaguar Type 00: Redefining the Future of Luxury EVs
Jaguar has long been a brand synonymous with bold design, high performance, and a certain air of British sophistication. But with the unveiling of the Type 00 concept, the automaker is charting a radical new course. Positioned as both a celebration of Jaguar’s illustrious past and a bold step toward its electrified future, the Type 00 is less about what a car should be today and more about what it could be tomorrow. Polarizing, provocative, and unapologetically different, the Type 00 represents a tectonic shift for the brand, and it’s turning heads for all the right—and wrong—reasons.
Jaguar has long been a brand synonymous with bold design, high performance, and a certain air of British sophistication. But with the unveiling of the Type 00 concept, the automaker is charting a radical new course. Positioned as both a celebration of Jaguar’s illustrious past and a bold step toward its electrified future, the Type 00 is less about what a car should be today and more about what it could be tomorrow. Polarizing, provocative, and unapologetically different, the Type 00 represents a tectonic shift for the brand, and it’s turning heads for all the right—and wrong—reasons.
In the lead-up to the Type 00’s reveal, Jaguar took a bold approach to marketing. Its campaign wasn’t aimed at playing it safe or simply pleasing existing fans. Instead, the automaker leaned into controversy, crafting a campaign designed to spark debate and grab headlines. Critics ridiculed the campaign’s heavy-handed slogans and imagery, but the noise only amplified the car’s reach. Even Tesla CEO Elon Musk couldn’t resist weighing in, tweeting a sarcastic comment: “Do you sell cars?”
While this might have seemed like a jab, Musk’s comment placed Jaguar squarely in the spotlight, achieving exactly what the brand wanted—attention. Jaguar’s campaign proved that sometimes, the best way to dominate the conversation is by embracing polarization. After all, controversy gets people talking, and when they talk, they share.
At first glance, the Type 00 is a car that demands attention. It evokes a sense of familiarity with nods to the iconic Bugatti Type 57, while also appearing futuristic, like something straight out of Batman Beyond. Jaguar describes it as a blend of “brave, unconstrained creative thinking and unwavering determination,” and it’s hard to argue otherwise. The car’s aggressive silhouette features butterfly doors, a low-slung stance, and bold stylistic elements that Jaguar calls “strikethroughs.” These details, which run across the roof, grille, and rear of the car, aren’t just for show—they conceal functional elements like cameras, indicators, and lights. The roof, appearing body-colored at first glance, is actually a panoramic glass ceiling, adding to the car’s mystique. Minimal branding is another standout feature. Gone are the bold emblems and flashy logos of traditional automotive design. Instead, Jaguar’s new logo—elegant, simplistic, and modern—mirrors the aesthetic of premium tech brands like Apple or Samsung. It’s a conscious move, signaling that Jaguar is moving beyond its roots to position itself as a forward-thinking luxury brand.
If the exterior of the Type 00 is bold, the interior is downright avant-garde. Jaguar has reimagined the car’s cabin as a space of luxury and creativity. A central travertine plinth runs through the middle of the car, supporting two minimalist seats made from a wool blend. This plinth acts as both a structural and stylistic centerpiece, underscoring Jaguar’s emphasis on materiality and craftsmanship.
The most talked-about feature of the cabin is undoubtedly the “totem system.” Between the front wing and the door lies a compartment housing three cylindrical totems made of brass, travertine, and alabaster. When placed into the center console, these totems allow drivers to personalize the car’s interior atmosphere, adjusting lighting, sound, and even the visuals on the retractable infotainment displays.
It’s an unconventional idea, blurring the line between art, technology, and functionality. By prioritizing the sensory experience of the driver, Jaguar is signaling that future luxury vehicles will be about far more than just speed or handling—they’ll be about creating an emotional connection.
Despite its muscular proportions and vast bonnet, the Type 00 is an electric vehicle. This creates a design paradox: the illusion of a powerful internal combustion engine lurking under the hood when, in reality, the space is empty. Jaguar hasn’t disclosed whether this area will have a functional purpose in future production models, but it’s an intriguing hint at the possibilities of an electric platform.
The narrow, visor-like windscreen and lack of traditional rear visibility add to the car’s futuristic vibe. Instead of a rear window, drivers will rely on cameras integrated into the strikethroughs to provide a full view of their surroundings. This radical rethinking of visibility is just another way Jaguar is challenging conventions.
What’s missing from the Type 00’s debut is any mention of performance metrics. Jaguar has shared ambitious goals for its forthcoming electric vehicles—430 miles of range and fast charging capability—but has offered little insight into how the Type 00 will handle or perform on the road. For now, the car is more about vision than practicality, keeping enthusiasts guessing about what’s to come.
Jaguar isn’t just rethinking its cars—it’s reimagining the entire customer experience. The brand plans to abandon traditional dealership showrooms in favor of a luxury retail model inspired by brands like Hermès, Dior, and Louis Vuitton. This boutique-style approach emphasizes exclusivity and personalized service, aligning the car-buying experience with the expectations of high-end consumers. This shift reflects a broader trend in the luxury market, where customers increasingly value experiences over transactions. By positioning itself as a cultural and lifestyle brand, Jaguar aims to appeal to a new generation of buyers who see cars as extensions of their identity. They project that up to 80% of buyers will be new to the brand with just 20% being left to longtime Jaguar champions.
The Type 00 is not a production car—it’s a statement of intent. Much like the iconic E-Type in the 1960s, the Type 00 is a bold declaration of Jaguar’s ambitions for the future. It’s a preview of the brand’s upcoming all-electric four-door GT, set to debut in late 2025. While the E-Type was the finished product, the Type 00 is an abstract sketch of what Jaguar hopes to achieve in the latter half of the2020s.
Jaguar’s emphasis on design, luxury, and innovation suggests that the Type 00 is less about competing with Tesla and more about carving out a unique niche in the electric vehicle market. It’s a car for those who value artistry and exclusivity, even if it means sacrificing some of the practicalities associated with traditional vehicles.
While the Type 00 has generated significant buzz, it’s not without its challenges. The lack of performance details risks alienating traditional enthusiasts who value pace, handling, and dynamics. Translating the car’s high-concept design into a production-ready model will also be a formidable task, especially when it comes to complex features like the totem system - should it ever see production.
However, Jaguar’s recent financial performance suggests the company is well-positioned to tackle these challenges. With a 25% year-over-year profit increase and £1.1 billion in profits in the first half of 2023, Jaguar Land Rover is one of the few automakers thriving in an increasingly competitive market.
The Jaguar Type 00 is more than just a concept car—it’s a manifesto for the brand’s future. By embracing controversy, pushing the boundaries of design, and reimagining luxury, Jaguar has created a vehicle that’s as much about culture as it is about transportation.
The Type 00 isn’t for everyone, and that’s precisely the point. It’s a car that challenges expectations and invites debate, positioning Jaguar as a leader in the luxury EV market. Whether the production models live up to this bold vision remains to be seen, but one thing is certain: Jaguar is putting it all on Miami Pink…or was it London Blue?