Jaguar, the iconic British luxury brand, has turned on the spotlight with the presentation of its Type 00, an electric concept car that marks the beginning of its transformation towards a completely renewed identity. This vehicle, presented at Miami Art Week, symbolizes a new chapter in the company’s history, although it has not been without controversy.
The Type 00, with a design that combines a fastback body and a long hood, comes in two tones: Miami Pink, in homage to the city’s Art Deco style, and London Blue, a nod to its British heritage. Fitted with 23-inch alloy wheels, the model is intended to be a “dramatic and unexpected manifestation” of Jaguar’s future. However, being a concept, it will never make it to production.
On social media, the vehicle has generated divided opinions. While some praise it as “elegant and visionary”, others criticize its aesthetics, calling it “unattractive”.
This debut comes on the heels of the controversial unveiling of a new brand identity. Under the slogan “Copy Nothing,” Jaguar seeks to distance itself from established norms, with a bolder, more contemporary approach. Among the changes are a revamped logo and the elimination of the iconic leaping feline symbol, known as the Leaper. According to Gerry McGovern, creative director of Jaguar Land Rover, the goal is to “reimagine the essence of Jaguar” to appeal to a modern audience.
But not all brand lovers are convinced. The promotional ads, which feature surreal landscapes and models instead of cars, have come under fire for straying from automotive roots.
Despite the controversy, Jaguar has big plans. In 2025, it will unveil its first production car under this new direction: a four-door electric grand tourer made in the UK. In addition, the company will open exclusive stores in key cities, starting with Paris.
With a 102-year history, Jaguar faces the challenge of balancing modernity with tradition. Its electric bet and radical aesthetics promise to revive the brand, but it remains to be seen whether this transformation will be enough to conquer the future.
See note on spanish here.
