Jaguar unveils Type 00 prototype
JLR has launched its new prototype a fortnight after it first trailed its new identity for its historic Jaguar brand.
The vehicle, dubbed the Type 00 was launched at Miami Art Week, and is based around the ethos of the brand’s founder Sir William Lyons.
It comes after JLR Public Affairs Director Murray Paul told Quentin Willson at the Transport + Energy Forum that the manufacturer wanted to move away from a Jaguar being seen as “your dad’s car” – and towards a younger, creative demographic of customers.
The move was made as Jaguar transitions into an electric-only luxury vehicle brand. It was named Type 00 to reference zero tailpipe emissions and also as “car zero” in the new lineage.
Its design includes a long bonnet, roofline, 23-inch alloy wheels, and boat-tail, which signposts many of the historic Jaguar vehicles, such as the E-Type. Willson described the design of the new vehicle as one of the largest “road presences I’ve ever seen”.
Type 00 aims to be part of a future generation of Jaguars that will “recapture the spirit and essence of the brand at its best”. Built in the UK, 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 (478 miles) WLTP or 430 miles (692km) EPA, on a single charge and adding up to 321km (200 miles) of range in as little as 15 minutes when rapid charging.
Jaguar said its new branding would “come to life” in a select number of exclusive brand stores for clients around the world. Jaguar’s first new brand store will be in the heart of the luxury fashion district of Paris, in the 8th arrondissement.
Adrian Mardell, Chief Executive Officer, 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. Our journey is already underway, guided by our original ethos to Copy Nothing – and the results will be spectacular.”
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.”
“Our presence at Miami Art Week emphasises Jaguar’s purpose as an advocate for art and creativity in all its forms. We know that art is a passion point for our future clients, so what better way than to go and talk to them directly, at one of the world’s premier art festivals.”
Professor Gerry McGovern OBE, Chief Creative Officer, JLR, said:
“Type 00 is a pure expression of Jaguar’s new creative philosophy. It has an unmistakable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination.
“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. A vision which strives for the highest level of artistic endeavour.”
Constantino Segui Gilabert, Chief Exterior Designer, Jaguar, said:
“Jaguar is no place for 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, channelling a unique spirit of British creativity and originality. It celebrates art and embodies the essence of Exuberant Modernism.”
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 – and the way we use these materials represents bold pieces of art and creates a unique atmosphere.”
Tom Holden, Chief Interior Designer, Jaguar, said:
“Just as on the outside, deployable technologies are a hallmark of the interior. 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, not dominate the architecture, and the digital screen at the centre of the dashboard is an example of this philosophy. The Clearsight display replaces the traditional rear‑view mirror, improving overall visibility.”
Image of the new Type 00 courtesy of Jaguar
