The renowned British automaker Jaguar unveiled the Type 00, an all-electric concept car, Monday night, marking the start of their new vehicle design approach.
The car, which is called Type Zero Zero, has a simple yet ostentatious look. It differs visually from the brand’s contemporary sports vehicles and SUVs in that it is boxy, has sleek lighting, and huge wheels.
Concept cars are frequently used by automakers to demonstrate the future direction of a brand or vehicle or to determine consumer interest in a design. The cars are not intended for sale to customers.
Over the upcoming years, Jaguar is anticipated to build a number of new electric vehicles, including a four-door GT car that will likely be unveiled next year and will resemble the concept car.
With its new production EV, Jaguar is predicting a range of up to 430 miles on a single charge, with rapid charging enabling up to 200 miles of range in 15 minutes.
The new concept car was unveiled a few weeks after Jaguar debuted the company’s sCopy Nothing rebranding with an artistically bombastic video.
In the video, androgynous models of all sizes and ethnicities posed in colorful attire against a backdrop of dazzling colors. New fonts and logos for the struggling automaker, which is a division of the Tata Motors-owned Jaguar Land Rover group, were unveiled alongside the 30-second video.
Last month, the video and rebrand went viral online and received a lot of negative feedback on social media. Comments ranged from calling the company woke and accusing it of ignoring its past to criticizing the company’s typeface selection and decision to remove the Jaguar animal badge, which has been on the vehicle since the 1950s.
The absence of a car in the advertisement’s film was another point of criticism. Despite the criticism, the firm defended its efforts, claiming that the Jaguar brand relaunch is a daring and creative reinvention that has, as anticipated, generated discussion and attention.
The ad campaign followed Jaguar’s decision to suspend all new car sales in the United Kingdom in early November in anticipation of a 2026 relaunch as an electric-only company. This move is part of a broader industry transition that is posing many difficulties for automakers.
A number of automakers have declared their intention to sell only electric vehicles (EVs) in recent years, but several have backed off due to the vehicles’ slower-than-anticipated uptake.
We must act differently in order to re-establish our brand at a totally new pricing point. In an interview with the Financial Times last month, Rawdon Glovert, managing director of Jaguar, stated, “We wanted to move away from traditional automotive stereotypes.”
Glover also denied the commercial video was woke and denounced the degree of disgusting intolerance and hatred displayed by certain commenters.
This report was provided to by Jenni Reid of CNBC.
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