Jaguar has taken a significant step in its dramatic rebranding by unveiling the Type 00, which if delivered as claimed, will be a groundbreaking ultra-luxury EV boasting over 400 miles of range, incredibly quick charge times and next-generation exterior and interior design that delivers on its founder’s original promise to ‘copy nothing’.
The British marque caused widespread consternation with its rebrand video, featuring colorfully dressed models, techno music and contemporary artwork. One thing conspicuous by its absence was the car itself. But we didn’t have to wait long for the car to arrive – the Type 00 (pronounced zero zero) promises to be just as disruptive and divisive as its now-infamous rebrand ad.
Attempting to recapture its original ethos of ‘Copy Nothing’, Type 00 is like nothing ever produced outside of conceptual designs (it does have a resemblance to the Rolls‑Royce 103EX). Its clean lines and flush surfaces give it a sculptural look and fall in line with the brand’s new creative philosophy dubbed Exuberant Modernism.
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Revealed during Miami Art Week in a ‘Miami Pink’ color, Jaguar is attempting to thrust itself into the artistic zeitgeist and capture the attention of the world’s wealthiest. Its strategy is to move from a luxury car maker competing with Mercedes and Audi to an ultra-luxury coachbuilder competing with Rolls-Royce and Bentley.
The ‘Type’ in its name pays homage to Jaguar’s lineage, which includes the ethereal E-Type and the more modern commercial success, the F Type. The 00 not only nods to the brand’s reset but its lack of emissions, too.
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Its electric capabilities may well end up being the most significant part of this car. Using Jaguar’s new in-house architecture, it is expected to have a range of up to 478 miles and be capable of a 0-200-mile charge in 15 minutes. That would blow the Rolls-Royce Spectre’s 290-mile range out of the water.
The interiors will be just as groundbreaking as the exterior, with screen modules deployed 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 color.
“We believe technology should enhance the modern luxury experience, not dominate the architecture, and the digital screen at the center of the dashboard is an example of this philosophy. The Clearsight display replaces the traditional rear-view mirror, improving overall visibility.”
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There is little practical information available at this point, such as price or when the cars will be available. A production version of the Jaguar Type 00 will be a four-door GT and will be revealed in late 2025.
