Shock marketing tactics always run the risk of alienating potential customers, while bringing new ones into the fold. In the case of Jaguar’s rebranding and subsequent reveal of the Type 00 concept car, it appears there may be light at the end of the tunnel for the company, however dark it may seem at the moment.
It must be noted: the Jaguar Type 00 is a design study and is meant to preview future Jaguar styling, while also calling out to the Jaguar E-Type with its silhouette. More pertinently, it previews the upcoming Jaguar electric Grand Tourer that’s slated for production by the end of 2025.
We all knew Jaguar’s rebrand campaign was coming, yet it seems nothing could have adequately prepared anyone for it. In the face of ‘zero profitability’ from its lineup of five models, according to Adrian Mardell, CEO of JLR, Jaguar’s holding company, the company stopped production and deleted everything from its social media channels before releasing the most controversial commercial of 2024 — no arguments expected on that front.
With a change in brand logo begging the question of how much is too much, the reveal of the Type 00 at least confirmed one thing — the famed leaper logo will make an appearance, hidden as it was on the flanks of the concept car.
The Jaguar Type 00, shown at Miami Art Week instead of any of the major car shows as part of its bold statement, was displayed in the similarly bold colors of Miami Pink and London Blue. The long hood, crisp creases, sharp lines, and oversized 23-inch wheels on the show car, with repeated strakes motifs – all display what Jaguar calls ‘exuberant modernism’. The details on the show car aren’t really as important as what this design study says – Jaguar is throwing no punches going forward.
For fans of the brand, this level of boldness may seem frivolous. Considering Jaguar expects to only sell electric cars with price tags starting in the six-figures, maybe bold will find takers; new fans just waiting to be turned into new customers. One thing is clear: Jaguar as we knew it is gone and there’s only the Jaguar that’s unfolding before our eyes, making history in the process.
