Jaguar Unveils Type 00: The First Model in Its New Electric Era

Jaguar has unveiled its new electric concept car, the Type 00, just days after a teaser video sparked online controversy. The reveal has generated mixed reactions, with some praising its design while others ridiculed the launch.

Critics had previously noted that the teaser video didn’t feature an actual car, although some appreciated the boldness of Jaguar’s new approach. At the Type 00 event in Miami on Monday, Gerry McGovern, Jaguar’s chief creative officer, acknowledged the attention the brand’s shift has garnered, stating, “It has already stirred emotions and it will continue to,” and adding, “Jaguar has no desire to be loved by everybody.”

Responses on Jaguar’s social media posts varied from “Go back to the drawing board” and “hopefully this doesn’t actually come out” to “Exciting” and “Absolutely stunning.”

Industry analyst Karl Brauer expressed doubt about the rebranding, commenting that the company seems to be “sacrificing Jaguar’s past to the hopes of a better future.” He added, “I don’t think it’s going to work.”

Earlier this year, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of the brand’s planned transition to an electric-only lineup by 2026. The company described this move as creating “breathing space” before launching the new electric brand.

Jaguar’s shift to electric vehicles was first announced in 2021, with all three of its UK plants remaining open as part of the strategy. Within the JLR group, Jaguar has struggled, while the Range Rover and Defender have been the main contributors to the company’s highest profits since 2015.

The carmaker, which is undergoing its largest transformation, also introduced a new logo and a “social media tease” as part of its relaunch.