New Jaguar Type 00 kickstarts all-electric brand revival

It’s big, it’s bold, and it doesn’t care what you think. Designed as a ‘fearless statement’ of what’s to come, Jaguar’s Type 00 concept marks the next step in one of history’s most outrageous rebrands.

A tiger can’t change its stripes, but can a Jaguar change its spots? The British brand certainly hopes so. In truth, the new Type 00 concept is so far removed from the firm’s previous offerings, it could be a different species entirely. And that’s exactly what Jaguar wants. After decades of playing with pastiche, retro design notions — too scared to upset the loyalists, too cautious to target pastures new — the time has finally come for a clean slate. 

And then we saw it… Hold the press; stop the music. That’s a Jaguar? Well, yes, but not like you’ve ever seen before. Once a byword for elegant, flowing lines and subtle and measured design details, the new Type 00 attacks from a whole new angle. Or angles, to be precise: there’s hardly a curve in sight on this unapologetically blocky and brutalist coupe. However, while such styling language is a first for the Gaydon-based brand, it follows an industry trend that the likes of Hyundai and Renault recently re-popularised with their sharp edges and boxy, 80s-inspired geometric shapes.  

According to Jaguar, the striking exterior styling is predicated on ‘exuberant modernism’ — a philosophy which incorporates values like ‘future facing’ and ‘vibrant’. In plainer English, there’s an abundance of flush surfaces, while an upright faux grille and glassless tailgate are the two most notable exterior design cues. The Type 00’s long wheelbase and low-slung silhouette are more recognisably Jaguar, though there’s a hint of the all-electric Rolls-Royce Spectre in the Jag’s sprawling proportions.  

The minimalist theme continues inside. Aside from the foldaway displays — which remind us of the rotary air vents of the first-generation XF saloon — and a 3.2-metre-long brass spine separating the driver and passenger compartment, there’s precious little to comment on. Sure, the inclusion of travertine stone and handwoven yarns is interesting, but we’d be surprised if either material ever makes series production.

Which brings us to the elephant in the room: why has Jaguar previewed a two-door coupe when the upcoming production model is a four-door saloon? According to CEO, Adrian Mardell, one reason is that this body style “…will create the same sense of awe that surrounded iconic models like the E-Type.”  

And that’s not the only mention of the vintage cat in Jaguar’s marketing literature; from the Type 00 denomination to the nature of the unveiling itself — which mirrored elements of the E-Type’s 1961 Geneva launch — the reveal was thick with references to the ‘60s machine. A little contradictory perhaps, given the recent extreme lengths Jaguar has gone to distance itself from its heritage, but we can understand why it would want to make that connection.

Aside from previewing upcoming design concepts, the new Type 00 also teases the performance and range potential of future Jaguar EVs. Spoiler: they won’t be lacking on either front. An estimated WLTP range of up to 478 miles is impressive, and the ability to add 200 miles in just 15 minutes further bolsters the Jag’s grand-touring credentials. As for the power, no official figures have been released. However, any number north of 500 bhp sounds realistic for the finished product to keep pace with ballistic EV rivals.

The fact that 60 years after the E-Type’s global premiere it’s still a yardstick for design excellence, is testament to the quality of Malcolm Sayer’s penmanship. Will we look back at the Type 00 as wistfully in the year 2085? We have our doubts.

But what do you think? Has this electric concept whet your appetite for a new, forward-thinking Jaguar, or left a sour taste and a longing for the firm’s more traditional offerings?

Hero image credit: Jaguar