
Jaguar introduces the Type 00 at the Miami Art Week as the company shifts its focus to an extreme identity rebirth. The new physical concept to be revealed late next year, is expected to be anything but conventional.
Jaguar managing director Rawdon Glover declares: “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.”
Where the word “Type” is the lone remnant of the past, the two zeroes are a brief description of where the company is headed. The first is a reference to ”zero tailpipe emissions,” as Jaguar goes electric. The second zero references the design concept being the first of its lineage.


The brand’s revamped logo signifies a “leaper” to symbolize moving forward, while the introduction of a monogram with a ‘j’ and an inverted counterpart for the ‘r’ is meant to refer to opposites or a defiance of the conventional. The monogram also replaces the “Growler,” making the symbol of loud combustion engines a thing of the past.


The four-door fastback GT was conceptualized through the Jaguar Electric Architecture platform, which fashions a sleek silhouette on 23-inch alloy wheels. As a nod to art deco architecture, Jaguar presents two unique colors for the new model: Miami Pink (leaked yesterday) and London Blue (seen here).
The combination of brass, alabaster, travertine stone, and textile for the interiors also showcases an expression of artistry in design as it merges with technology creating a sensory experience.
“We believe technology should enhance the modern luxury experience, not dominate the architecture, and the digital screen at the center of the dashboard is an example of this philosophy,” says Jaguar chief interior designer Tom Holden.


Built in the UK, the Type 00 targets a driving range of up to 770km (WLTP) or 692km (EPA) on a single charge, and will give 321km of range from 15-minute rapid charging.
But unlike other electric vehicles in the market, Jaguar aims to step away from the mundane, as chief exterior designer Constantino Segui Gilabert explains: “Jaguar is no place for the ordinary. When you see a new Jaguar for the first time, it must have a sense of awe, of never having been seen before. Type 00 commands attention, like all the best Jaguars of the past. It has a dramatic presence, channeling a unique spirit of British creativity and originality. It celebrates art and embodies the essence of Exuberant Modernism.”





In line with brand founder Sir William Lyons’s belief that Jaguar must be a “copy of nothing,” the automaker’s “Copy Nothing” exhibition held at the heart of the Miami Design District revealed the brand’s focus toward a dramatic identity reimagination.
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