Having successfully sparked a global discussion about its brand following the reveal of its new corporate identity, Jaguar is taking things up a notch with the unveiling of the Type 00 at Miami Art Week. Pronounced ‘Type Zero Zero’, the spectacularly proportioned concept car previews the design direction that future Jaguar production models will take as the company embarks on a complete reset of its product range, retail model and market positioning. It’s a very big throw of the dice.
Talk us through that exterior...
Measuring more than five metres long, the Type 00 isn’t discreet; in fact, it’s the perfect statement piece to announce that Jaguar is embarking on a new direction. View the Type 00 head on and it portrays an almost brutalist image with flat surfaces, including an embossed panel where one might expect to find a typical grille. The ‘strikethrough’ element, which is a repeating feature of the car and Jaguar’s new identity, is here produced in relief and carries the new Jaguar word mark. Thin LED headlights reinforce the broad, horizontal lines of the Type 00’s front, as do the two lower LED strips.
Only the lowermost section of the front apron contains an opening for airflow and cooling of the electric powertrain. This can open and close according to system demands. Sadly, the sizeable flat bonnet doesn’t house some thumping V12 engine as the Type 00 is fully electric - as will be all future Jaguar models - but it adds a degree of presence and theatre to the concept car.
Ahead of the windscreen is more of that strikethrough graphic, which also delineates a storage compartment accessible from the side. The vertical lines visible from the car’s side profile do provide a subtle nod to the bonnet shut line of the Jaguar E-Type, while the brass ingot at the bottom pivots outwards for the rear-facing side camera to function when the car is running.
A raked windscreen flows elegantly into the roof and gently slopes rearwards to complete the fastback look. Narrow window apertures add to the Type 00’s exaggerated styling and stop ahead of the rear axle line. Its vast 23-inch wheels, containing the abbreviated ‘J R’ device mark on their centre caps, repeat design cues on the car and illustrate its overall size.
Jaguar’s designers have clearly sought a reductionist approach to this car, with few lines or curves beyond what’s required. The body surfacing is consistent and rear haunches double down on its proportions. A wide panel that follows the roofline features a debossed strikethrough design that discreetly houses the rear lights. Luggage space consists of a rear deck behind the seats, accessible via a windowless pantograph boot lid.
It looks simpler inside...
Once the butterfly doors gracefully open, we get our first look at the two-seat cabin, which is bisected by a central spar, capped in brass. Just as unconventional as the exterior, the interior features a pared-back design that hides its technology well and employs unusual materials. The seats are fixed to a plinth made from travertine stone, for example, giving them a floating effect, and they’re upholstered in a tactile wool blend. Both the pedals and steering wheel can adjust to suit the desired driving position.
A thin digital display is placed at the end of the dashboard that repeats the strikethrough design. It wraps around the windscreen’s base, providing information to the driver and passenger in a condensed and simplified way. Two larger displays can pivot upwards from the dashboard to deliver a fully digital experience when needed.
Tom Holden, Chief Interior Designer at Jaguar, said, “Just as on the outside, deployable technologies are a hallmark of the interior. Screens glide silently and theatrically from the dashboard, while powered stowage areas slide open softly on demand, revealing hidden splashes of exuberant colour. We believe technology should enhance the modern luxury experience, not dominate the architecture, and the digital screen at the centre of the dashboard is an example of this philosophy. The Clearsight display replaces the traditional rear-view mirror, improving overall visibility.”
What performance could we expect from the Jaguar Type 00?
With the Type 00 serving more as a design study rather than a preview of a specific car, Jaguar isn’t saying much about its performance. We know that all future models will be produced on a bespoke platform called the Jaguar Electric Architecture (JEA). Production models will target a WLTP driving range of 770 kilometres and have the capability of high-speed charging, with talk of adding 321 kilometres in as little as 15 minutes. The first development prototypes are already undergoing testing and will take the form of a five-door, fastback GT. This car is set to be revealed in 2025 and will go on sale in 2026.
What else should we be aware of?
Along with a new brand identity and what appears to be a bolder design direction, Jaguar’s success will hinge on the success of its repositioning as a more luxurious offering. We recently spent time with senior management, who outlined the plans for Jaguar, including selling no new cars in 2025 as it depletes existing inventory. The first new model will be sold not in existing dealerships but through a new ‘Jaguar House’ retail concept, with the first location set to open in Paris.
Jaguar aims to sell fewer cars but to do so at a much higher price point to ensure its exclusivity is retained, adding to the brand’s desirability. Such a move will see Jaguar move away from its current position of trying to compete with established premium brands such as Audi and Mercedes-Benz and shift upwards to a position somewhere between Porsche and Bentley.
Speaking at the unveiling of the Type 00, Adrian Mardell, Chief Executive Office, JLR, 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 underway, guided by our original ethos to Copy Nothing - and the results will be spectacular.”