MIAMI: British luxury carmaker Jaguar has introduced its Type 00 concept vehicle, offering a bold vision of its electric future following a rebranding effort that has sparked mixed reactions.
Unveiled during Miami Art Week, the automaker described the concept car as “a striking, unexpected, and dramatic embodiment of Jaguar’s evolving identity.” The sleek design features a long hood, a fastback silhouette, and 23-inch alloy wheels, with the car displayed in two distinct colors: Miami Pink and London Blue.
“The Miami Pink reflects the Art Deco vibe of the event’s setting, while the London Blue pays homage to the brand’s British roots,” Jaguar stated.
While the Type 00 is purely a concept and will not go into production, it has stirred conversation online. Reactions ranged from praise for its elegance to criticism, with one user on X commenting, “Sleek and stylish,” while another dismissed it, saying, “00 is the number of these you’ll sell. It’s hideous.”
Jaguar’s transformation involves more than a shift to an all-electric lineup; it represents a complete reimagining of the brand.
“This evolution isn’t limited to the vehicles we design and engineer—it’s about redefining the entire Jaguar identity,” the company said.
The rebrand, launched in November under the tagline “copy nothing,” also attracted attention for its promotional campaign. The ad featured a diverse cast set against surreal backdrops, a move that resonated with some but drew criticism from traditionalists who favored the brand’s classic image.
Jaguar remains committed to positioning itself as a leader in luxury electric vehicles, aiming to blend modern innovation with its storied heritage.
