Jaguar has officially unveiled its long-anticipated vision for the future, and it’s bolder than anyone expected. We’ve been teased with the branding, bombarded with adverts, and had countless discussions about the brand’s bold reinvention. But now, the moment has arrived. The Jaguar Type 00 is here—and in a striking shade of pink, no less.
Type 00: A Glimpse of Jaguar’s Future
The Type 00 is more than just a concept; it is Jaguar’s reimagined future in physical form. Unapologetically bold, this car marks the brand’s transition into a new era, one where creative freedom takes centre stage. But beyond the eye-catching concept, the Type 00 also previews the first of Jaguar’s all-electric production models, a four-door grand tourer due for release in 2026. After that, two more models—an SUV and a coupe—are expected to follow, expanding the brand’s electrified line-up.
A Design that Divides Opinion
Jaguar has always been a brand that sparks strong reactions, and the Type 00 is no exception. Its design is certain to polarise opinions, with the team behind it welcoming both praise and criticism in equal measure. But for Jaguar, the stakes are high. This car’s design will define whether the brand soars or stumbles in its quest for a fresh identity. Historical precedents suggest that the critics are often a minority, with the likes of Gerry McGovern’s transformative work on Land Rover models—the Defender, the Evoque, and the Range Rover—proving that bold design choices can lead to great success.
Jaguar is acutely aware that without desirability, its future is uncertain. To this end, the 800-strong design team (working across both Jaguar and Land Rover) has been given the tools to create something truly exceptional. The focus on electric powertrains is not merely about sustainability, but about the creative possibilities that electrification brings.
The Freedom of Electric Power
Rawdon Glover, Managing Director of Jaguar, explains: “The plan was always electric, for the complete creative freedom that brings. We needed to break free from traditional car design constraints to create something completely unique.” Glover acknowledges that while customers may not buy an electric car solely for its technology, the performance benefits of EVs—such as speed, refinement, and rapid acceleration—are integral to the appeal of the Type 00. And as for driving dynamics, Jaguar promises that the Type 00 will deliver a classic touring experience, reminiscent of the brand’s iconic performance models.
Steering Clear of EV Design Clichés
Is the Type 00 exactly what we expected? In many ways, yes. Jaguar has long expressed its desire to avoid the familiar tropes that dominate electric vehicle design, such as smooth, cab-forward proportions and an overly minimalist aesthetic. The Type 00’s clean lines and minimalist surfaces are a direct response to these trends, and while the design language echoes some of McGovern’s earlier work, it also takes a dramatic step forward in terms of ambition and boldness.
First Impressions: How the Type 00 Looks in the Flesh
While the initial images of the Type 00 may not do it full justice—appearing almost surreal and too futuristic—the car looks undeniably confident in person. Its rear end is a particular highlight, with sculpted haunches and fluid lines that contribute to its striking presence. The Type 00 is not just a car; it’s a bold statement about where Jaguar is headed. As Glover puts it, the Type 00 represents "the jaw-dropping future of our original luxury brand."
The Enormous Bonnet: Purpose or Prestige?
One of the most eye-catching features of the Type 00 is its vast bonnet. With no engine to house, why such a large, imposing hood? Gerry McGovern’s response? “That’s like asking someone why they climb a mountain: for the exhilaration of it.” The bonnet, while unnecessary from a functional perspective, is a visual signature that underscores the car’s sense of grandeur. This is a vehicle designed not just to get from A to B, but to make an emotional impact, to evoke excitement and wonder.
From Concept to Production: Will the Type 00’s Essence Survive?
One of the biggest questions surrounding the Type 00 is how much of its impact will survive the transition from concept to production model. Glover explains that this was one of the primary challenges from the very beginning. “We wanted the design to feel truly distinctive, so we started with our vision and then worked backwards to choose a platform that would support it,” he says. This approach is markedly different from the norm, where manufacturers often start with a platform and design a car around it. “With most cars, the platform defines the wheelbase, roof height, and a lot of other elements. For us, the platform came second. We focused on maintaining the integrity of the design, which was key to giving the car the emotional impact we wanted.”
Drawing on the Past: Classic Inspiration for the Future
Despite its futuristic outlook, the Type 00 draws inspiration from some of the most decadent eras in automotive design. The grand, sweeping bonnet is a nod to the opulence of cars like the Bugatti Royale, while the car’s side profile and rear window shape recall the elegance of the Bentley Speed Six. These references are deliberate, and if the production version of the Type 00 can retain even a fraction of the car’s dramatic presence, it will be a remarkable sight on the road.
Can Jaguar’s Bold Vision Succeed?
Jaguar’s ambition is clear: to create uncompromisingly desirable cars that stand out in the luxury market, much like its sister brand Land Rover has done with models such as the Defender and Range Rover. The success of these models—combined with JLR’s impressive financial performance—has given the brand the confidence to apply this formula to Jaguar. With profits rising and demand for models like the Defender showing no signs of waning, JLR is convinced that it can bring this same level of success to the Jaguar brand.
But success is never guaranteed, especially when it comes to a complete reinvention of a 90-year-old brand. For this to work, Jaguar must create cars that people genuinely desire. First impressions count, and if the world falls in love with the Type 00, Jaguar’s future will be secure. The only question that remains is: will it capture the imagination of the global market? The stage is set, and the world is watching.