Everyone has been speaking about Jaguar since its arguable rebranding video uploaded to YouTube a few weeks ago. Although this crusade stuck up in a heated political debate, it only a 30-second video, and the genuine check would be the unveiling of the automobile itself. Finally, that moment has arrived as the prototype automobile debuted at Miami Art Week on Monday night.
Unfortunately, some publications broke Jaguar’s confidentiality agreement and leaked the concept photos on Monday morning. It’s a sign of the attention the statement is receiving that these publications were willing to threaten his appointments with JLR over drawings. Conceptual concepts. The arrival of the new car has generated great expectation, leading to Jaguar stopping all production of its internal combustion engine cars and then generating more cars until its electric vehicle hits the market at the end of 2025.
The new electric vehicle is called “Type 00”, which implies a complete reboot of the lettered Jaguars of the bygone era (Type C, Type D, Type E, Type F). According to Jaguar, the 0s mean more than a simple alphanumeric reconstruction. The first 0 refers to 0 exhaust emissions, at which point it is the first in the diversity of new electric vehicles from Jaguar. The car will be based on a new all-electric platform called Jaguar Electric Architecture, which is not the only one. used for the popular I-Pace. Parent company JLR has invested billions in its transition to electric vehicles, putting its money where it says it can when it comes to electrification.
The Type 00 will target a range of 478 miles (WLTP) and 430 miles (EPA), with the ability to repair 200 miles of range in 15 minutes of charging. JLR is working with Fortescue battery and charging specialist Elysia to achieve this. Elysia is a company with generation capable of loading 264-ton mining trucks at 2 MW, so it is not an empty promise. Jaguar’s continued dominance in Formula E also raises hopes that the new Type 00 will be an electric GT capable of delivering maximum performance.
But what about the physical design of the car?The leaked photographs have sparked mixed reactions: some say it’s the ugliest vehicle they’ve ever seen, while others appreciate the ambitious departure from the Jaguars of yesteryear. This isn’t an E-type restomod, the long front is somewhat reminiscent of that direction, as is the sloping rear. Otherwise, the corners are sharp. The brand’s previous relaunch was intended to “copy nothing” and, angularity is strongly in line with the new automotive design, the new car is unlike any previous Jaguar.
This reflects the direction Range Rover is taking, but perhaps the most telling comparison is with some of the models that have recently arrived from China, such as the Huawei Maextro S800, which was also recently revealed. The Jaguar’s design is much sleeker, smaller and classier than the Huawei’s, but you can rest assured that Jaguar expects to make a lot of sales in China’s burgeoning luxury car market.
One journalist described the Maextro as a vehicle on the hunt, as if “someone had put a Maybach, a Rolls Royce and a Porsche in a blender”, and this is also the target of the visitor base that Jaguar is now targeting. The E-Type necessarily put Jaguar on the global map looking for something more than a new and equally fast Ferrari at part price. But at times, Jaguar has been a British option to BMW or Audi, and perhaps Mercedes with its larger cars, than high-end luxury. Sedans were famous with gangsters and bank robbers. This symbol is being swept away, with the new Jaguar EV obviously aimed at “high net worth individuals”, or even the emerging “ultra high” category. It may just be in direct festival with the Rolls Royce specter.
Jaguar’s advertising strategy will also evolve in this direction. The platforms will consist of exclusive Lopass outlets around the world, in addition to classic dealerships, complemented through a wider global network of luxury retailers. The first lopass store will be located in Paris, in the 8th arrondissement, where the center of the city’s fashion industry is located. Considering that Jaguar decided to launch the vehicle at Miami Art Week, where portions start at six figures and go up from there, there is a clear break in this market positioning.
No luxury car has entire doors that open upwards.
The design details are as ostentatious as you would expect for this intended customer, starting with fittingly gigantic 23in wheels. The doors open in “butterfly” fashion (because all premium cars must have doors that open upwards rather than outwards). The tailgate is described as a “pantograph”, which normally refers to the structure on top of an electric train to draw power from overhead cabling. But there are no pictures of this yet, so we don’t yet know how this has been translated into a door leading to a vehicle’s rear cargo space.
Inside, brass is used extensively, adding a 3. 2 m long central column in the middle that separates the two screens from the tabletop. It is awkward if the driver and passenger were looking to kiss lovingly and there was no apparent evidence of cup holders. Where the hell will the occupants put their champagne glasses?
The use of brass is striking, where to put your champagne?
After the video presented a few weeks ago, the ultimate questionable complaint about the actors in the video. More valid considerations have been expressed about the abandonment of the feline “growler” emblem and the font used for the name Jaguar. However, the feline marking is still evident, with the “jumping” photographs discovered in golden rectangles on the side, which extend to reveal rear-facing cameras.
Jaguar’s possible color options will likely spark controversy.
However, the two possible color options revealed will surely keep the “anti-awakening” debate alive. They are called Miami Pink and London Blue. Both have a pastel shade that is millions of miles away from the British Racing Green, which at most people seem to think that all British cars are painted with this color. However, pink is a color related to Miami, where the launch occurs, and blue echoes the opalescent silvery blue that was the hallmark of Jaguar E-type sports cars in the 1960s.
Criticisms of the concept photos should be taken with a pinch of salt. The images officially released are design drawings rather than images of the real car. The car actually unveiled in Miami has slightly smoother lines, and the side profile is gobsmacking. It’s a car that will grab as much attention on the road as the ad campaign has on social media. I’ve seen this vehicle in “camouflage” covering at a test track, and it has also been shown in spy shots. It’s an imposing vehicle, which makes a clear statement about its owner in a way that previous Jaguars since the E-Type haven’t.
We may not yet see the back of the Jaguar logo.
Like it or love it, the Jaguar Type 00 is a huge departure for the brand. Everyone’s eyes are on it. Maybe there’s some E-Type in it, but it’s nothing like the fast sedans driven by shady characters that have been the hallmark of the brand for decades. It’s also nothing like the mid-sized family F-Pace SUV, either. We will have to wait until later 2025 to find out if Jaguar can actually sell them to their intended customers. But the launch has definitely grabbed enough eyeballs to keep our attention.
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