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Jaguar has never shied away from making headlines, but in its 90-year history, it's arguable that nothing it has done has sparked as much global conversation as its controversial rebrand. After unveiling a new brand image that redefines what Jaguar represents in the 21st century — quickly racking up millions of social media hits and driving a surge of over 1300% in online searches for "Jaguar" — the company has once again broken the internet by finally revealing the first car in its transformation into a luxury electric vehicle manufacturer. An all-electric GT priced at over £100k, shown in two bold colours: Miami Pink and London Blue — the former reflecting the Art Deco surroundings of its unveiling at Miami Design Week, and the latter drawing on Jaguar's British heritage.
The Jaguar Type 00 concept, which I first encountered during an exclusive briefing at Jaguar Land Rover's Midlands headquarters a few weeks ago, offers a bold glimpse into the direction Jaguar is taking for this reinvention. It’s clear that this is not a car for the shy or retiring. The first images of the Type 00 — pronounced “zero-zero” and symbolising zero emissions and the new dawn of Jaguar’s next chapter — reveal a daring pink vehicle.
The design language Jaguar is using for the first of its trio of electric cars, set to debut over the coming years, was described by Chief Design Officer Gerry McGovern as: “exuberant modernism.” And looking at the car, it’s hard to argue that they haven’t nailed the brief. With its front hinged butterfly doors, elongated bonnet, sweeping roofline, and fastback profile, the Type 00 exudes drama.
Flush surfaces lend it a slightly brutalist aesthetic, and the rear features a Polestar 4-style glassless tailgate, with cameras discreetly tucked under brass plaques on the sides. These plaques are adorned with a two-dimensional Jaguar Leaper, marking the debut of Jaguar's new branding elements on a vehicle.
The Type 00 is a significant milestone for Jaguar, in more ways than one. Here’s everything we know about it so far.
What’s all this about ‘exuberant modernism’ design?
Jaguar’s rebranding is a statement of intent, with bold colours, futuristic designs, and high-tech features marking a departure from the traditional luxury vehicles it’s been known for. This is a car looking for a new audience and it shows.
Jaguar’s design philosophy, championed by McGovern, emphasises a break from the past while embracing the future. "It will make people feel uncomfortable, and it will polarise," he told me, acknowledging that the transformation would challenge Jaguar's established identity. But with words like "vivid," "mould-breaking," and "exuberant" peppering the briefings, it’s clear that Jaguar wanted to get people talking, which is exactly what they’ve achieved.
Featuring a sweeping lines, a long, low-slung profile, and a fastback silhouette, the Jaguar Type 00 embodies both futuristic and classic design elements the Electrifying.com gang thought the concept reminiscent of some of Jaguar’s most iconic models, while the bodywork is sleek and you can find a first look video with all thoughts in it here.
The most striking feature of the Type 00, however, is its glassless tailgate. In a bold departure from tradition, Jaguar has replaced the rear window with a camera system concealed beneath brass plaques, a nod to both innovation and craftsmanship, in the style of the Polestar 4. These cameras provide rear visibility, allowing the car to maintain its clean, seamless look. The brass plaques themselves are a tribute to Jaguar’s dedication to high-end materials and craftsmanship, and are untreated so they age naturally over time.
The new Jaguar logo, or "Device Mark," reinforces this forward-looking philosophy, with a sleek geometric design that incorporates uppercase and lowercase letters in a bold, custom font. After much deliberation, it is found on both the front and rear of the car. Jaguar’s design team had initially considered removing the logo from the rear completely but decided against it.
Jaguar’s rebrand is not just about concepts and design thought; it’s about real products that will hit the road in the coming years. The first of these is a highly anticipated four-door GT, which has recently begun testing on UK roads ahead of its 2025 reveal and 2026 launch. The prototype, heavily camouflaged to keep details under wraps, showcases a long, low-slung profile with wide haunches and looks similar to the Type 00 production version.
Tell me about the interior of the Jaguar Type 00
Inside the Type 00, Jaguar pushes the boundaries of luxury, blending high-tech features with meticulous craftsmanship. The cabin is described as ‘a sensory experience’, with hand-finished brass accents running the length of the interior, including a striking 3.2-metre-long brass spine that divides the floating instrument panels. All the brass elements on the car have been created by working with craftspeople in the area around Jaguar Land Rovers Midlands HQ.
Travertine stone, also sourced from local suppliers, is used as a plinth for the floating seats, while woven textiles and a wool blend cover the seats, soundbar, and flooring. This combination of natural materials creates a tactile contrast to the high-tech features, which include deployable screens that glide silently from the dashboard and powered stowage compartments that open smoothly with hidden pops of colour.
The massive panoramic roof projects subtle patterns inside the cabin that change throughout the day. Whilst drivers can personalise the car’s lighting, sound, and scent, by inserting a range of ‘totems’ created from brass, travertine and alabaster into the centre consoles - no doubt something Jaguar hopes will appeal to the younger audience it's now trying to attract.
Unlike the exterior design it’s unlikely the production version will share much with the concept car’s interior, although we’ll be slightly disappointed if the ‘totems’ don’t make an appearance on the options list!
What do we know about the Type 00’s battery and range?
The Type 00 is a concept car but we know the production model will use the dedicated Jaguar Electric Architecture (JEA) to build it and is targeting a range of up to 478 miles. They say it will be possible to add 200 miles of range in as little as 15 minutes. We know the four-door GT is going to be built in the UK unlike Jaguar's previous electric car the I-PACE which was built in Austria by Magna Stern.
Will the Jaguar Type 00 be fast?
While specific details about the car’s performance remain scarce, it’s expected that the four-door GT will offer over 570bhp, making it a performance-oriented EV, like the Porsche Taycan or Lotus Emeya.
Will Jaguar’s new direction resonate with buyers?
Jaguar’s bold new direction aims to attract a completely new audience. CEO Rawdon Glover has been clear that just 10-15% of the brand’s current customer base is expected to move forward with the new Jaguar lineup. Instead, the company is targeting younger, affluent, and urban buyers who are looking for more than just a car—they want an experience. These are customers who are "cash-rich, time-poor," and looking to make a statement with their vehicle.
However, this shift in focus comes with its challenges. Jaguar has a rich history, and it’s hard to escape the weight of its past. As much as the brand wants to attract a new generation of buyers, there’s always the question of whether those who come to Jaguar for the first time will see the same authenticity and heritage that long-time fans appreciate.
What else can we expect from Jaguar’s reinvention?
Jaguar’s decision to reinvent itself is a bold decision and when questioned about it their Managing Director Rawdon Glover told me that they had “bet the house on electric” before going on to explain that they’ve followed this strategy as they believe this is the way the market is heading.
The forthcoming four-door GT is part of Jaguar’s broader ambition to redefine its lineup with three key all-electric models: a high-end electric SUV, the sporty coupé, and the flagship four-door GT. This trio will represent the brand’s future, with each car designed to compete with some of the most respected models in the luxury electric segment, such as the Porsche Taycan and Lotus Eletre.
Jaguar’s focus on creating bespoke, luxury vehicles is evident in its pricing strategy, with the new lineup expected to start at around £100,000. This marks a significant increase over Jaguar's current average vehicle price of £55,000 and positions the brand squarely in competition with established luxury electric brands. The first car to launch will be the four-door GT, followed by the SUV and coupé, with production beginning in 2026.
When will we see the new electric Jaguar on the road?
Jaguar’s reinvention will officially reach the market starting in 2026. Jaguar intends to introduce each of its new models gradually, beginning with the four-door GT, then the SUV, and finally the coupé.
The production version of the four-door GT is expected to debut in early 2025, and we’ll be amongst the first to drive it ahead of its 2026 launch. Be sure to check back regularly to the website and subscribe to our YouTube channel for updates.
