Jaguar has unveiled Type 00 (pronounced Type Zero Zero) embodying the creative philosophy of exuberant modernism following the debut of its new brand identity, a statement from Alfardan Premier Motors said.
The world premiere of the design vision concept at Miami Art Week 2024, previews what’s to come from Jaguar, as the brand recaptures the original ‘Copy Nothing’ ethos of its founder, Sir William Lyons.
Adrian Mardell, CEO, JLR, said: “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism. That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-type.”
In Miami, Jaguar’s transformation into an electric-only brand continues. Rawdon Glover, managing director, Jaguar, said: “We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future facing, relevant and one that really stands out.
The ‘Type’ prefix is a link to the brand’s provenance, to models like the pioneering E-type. The first zero references zero tailpipe emissions. The second represents its status as car zero in the new lineage.
The design defies electric vehicle convention with a long bonnet, sweeping roofline, 23-inch alloy wheels, fastback profile and boat-tail to create a dramatic silhouette with sophisticated, modernist surfaces. This design was enabled by the unique and dedicated architecture Jaguar Electrical Architecture.
Prof Gerry McGovern OBE, chief creative officer, JLR, said:“Type00 is a pure expression of Jaguar’s new creative philosophy. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen.”
The first new-generation production Jaguar will be a four door GT to be revealed in late 2025. It will target a driving range up to 770km WLTP or 692km EPA, on a single charge and adding up to 321km of range in as little as 15 minutes when rapid charging.
The physical embodiment of Jaguar’s culture will come to life in a select number of exclusive brand stores around the world, with the first in Paris, the Golden Triangle in the 8th arrondissement.
Constantino Segui Gilabert, chief exterior designer, Jaguar, said: “Type 00 commands attention, like all the best Jaguars of the past. It is a dramatic presence, channelling a unique spirit of British creativity and originality.”
Just as a pair of E-types attended its 1961 launch at the Geneva Motor Show, the reveal of Type 00 celebrates two contrasting interpretations of Jaguar’s new design vision. A Satin Rhodon Rose example – dubbed ‘Miami Pink’ in honour of the pastel colours of the city’s iconic Art Deco architecture – is inspired by the distinctive rose colour that brass takes on as it ages. It is joined by a striking Inception Silver Blue model. Dubbed ‘London Blue’, it is inspired by the Opalescent Silver Blue of the 1960s and was chosen to reflect Jaguar’s British roots.
Mary Crisp, chief materiality designer, Jaguar, said: “The Materiality ideology for Type 00 embraces authentic, unexpected materials and captivating colour, with our new creative philosophy visible at every turn. We have three key materials –brass, travertine stone and textiles.”
Tom Holden, chief interior designer, Jaguar, said: “Screens glide silently and theatrically from the dashboard, while powered stowage areas slide open softly on demand, revealing hidden splashes of exuberant colour. We believe technology should enhance the modern luxury experience. The Clear sight display replaces the traditional rear-view mirror, improving overall visibility.”
Occupants can tailor the cabin to suit their mood using the uniquely crafted Prism case, which stows behind a powered door on the bodyside and contains three totems of natural materials –Brass, Travertine and Alabaster.
Placing one of the totems inside the centre console tailors the mood of the interior. Everything, from the ambient lighting and unique soundscape to the tailored screen graphics, reflect the properties of the chosen material. Bespoke scents add unprecedented personalisation.
Type 00 showcases Jaguar’s new identity with powerful symbols of the change highlighting the transformation. Device mark: Jaguar’s signature. A powerful celebration of modernism – geometric form, symmetry and simplicity – seamlessly blending upper and lowercase characters.
Maker’s marks: The Jaguar ‘leaper’ and monogram. The ‘leaper’ is a representation of excellence and the hallmark of the brand, as it has been since the beginning. The new monogram is a discreet artistic motif that incorporates and repeats the ‘j’ and ‘r’ characters and signifies a completed work.
Strike through: This bold linear graphic generates an unmistakeable presence and an immediately recognisable visual for Jaguar, wherever the brand appears. The bold use of colour is a cornerstone of Jaguar’s new brand identity, embedded in its association with art.
