Jaguar unveiled the Type 00 concept in Miami, offering a glimpse into the brand's upcoming electric vehicle lineup, set to debut soon under the new motto, "Copy Nothing."
Unlike the first model in the updated lineup, which is scheduled for an official launch at the end of next year in a four-door sedan format to compete with the Porsche Taycan, Lucid Air and Lotus Emira, the concept vehicle features a two-door coupe design. If it reaches showrooms, it could rival the Rolls-Royce Spectre.
The future electric vehicle will be built on a new, dedicated platform called the JEA (Jaguar Electrified Architecture). It promises a driving range of 770 kilometers and super-fast charging capability, adding 320 kilometers in just 15 minutes.
Shaking off the past
The Type 00's silhouette is that of a classic coupe, with a long front hood reminiscent of past models like the E-Type and XJS. However, in every other respect, Jaguar is distancing itself from its rich history. This includes replacing the iconic jaguar emblem with a pair of "J" letters and a new font for the brand name.
Another striking design element is the stripe grid, which appears not only on the front grille but also at the back, on the roof and the lower part of the front windshield. Notably, the rear windshield is replaced by a solid panel serving as the trunk lid. Conventional side mirrors are replaced by retractable cameras, although this feature is unlikely to make it to production.
No leather
Access to the cabin is through upward-opening doors, and the interior is designed for two passengers with a hard separation between them. Both the driver and passenger have their own retractable screens. Unlike previous Jaguar models, which were filled with leather upholstery, the future cabin will feature primarily brass, travertine stone and textiles.
Our thoughts:
Jaguar was once one of the most respected manufacturers, with remarkable success in motorsports — including seven wins at the 24 Hours of Le Mans — translating into iconic sports cars like the XK120 and E-Type. However, the British brand has struggled for decades, finding it difficult to compete against the German giants.
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At the end of the previous decade, it seemed that Jaguar could pull itself out of the slump with the introduction of the I-Pace, an electric crossover that beat the German trio — Audi (e-tron), Mercedes (EQC) and BMW (iX3) — to the luxury electric SUV market. However, Jaguar halted development and, nearly seven years after its launch, the I-Pace remains the only electric model in its showroom.
Now, Jaguar is trying once again to stay relevant, with a drastic rebranding that seems to throw away all the brand’s traditional values. The company has faced harsh criticism online from all directions, with the only justification for the extreme change being "It doesn't matter why, as long as people are talking about you."
Well, they certainly talked — and few had anything positive to say. Now, it’s up to Jaguar’s marketing department to prove their vision.