Jaguar unveils first car with new design from the technology era

The new era of Jaguar is here. The British automaker’s first design concept premiered today during Miami Art Week. This new vehicle, the Type 00, is an over-the-top two-door grand tourer (GT) that references the company’s future four-door GT, scheduled to launch in 2026.

The concept leverages all of the company’s new, controversial design touchpoints, including the new design brand, logo and strikethrough leaping cat graphic.

Jaguar is owned by the Indian company Tata. Along with the Defender, Discovery and Range Rover brands, it is the fourth pillar of the larger JLR brand strategy, which aims to sell only super-luxury electric vehicles. It is a complete reinterpretation of the brand from street to roof.

“Miami will be a big signal in understanding the audience we were trying to attract. The association with art is really important, it’s not something we overshadow,” Richard Stevens, Jaguar Land Rover Design said the director Newsweek.

“(JLR’s Chief Creative Officer) Gerry (McGovern) is inspired and gets emotional when it comes to art; he doesn’t collect cars. The emotional connection, the ability to make people feel something through art, is what we want to associate ourselves with. So.” “Miami will be a big signal of that. That’s the kind of connection we want to make,” he said.

At a preview event in Gaydon, England Newsweek Stevens said that the new JLR will have its own value for each brand and that Jaguar in particular will strive for “fearless creativity” in its new design aesthetic that is unlike anything previously offered by the brand.

Type 00 features the brand’s new face, complete with crossed-out bars and jumping cat. Jaguar describes its new design with the term “modern exuberance,” which also extends to the matt pink surface color.

It has a decidedly long hood and a short rear deck, like many Jaguars of the past.

New to this era is the brass bar on the front quarter panel. Included in the concept are the various totems that buyers can use to customize the look and feel of the interior.

There are two places in the cabin where you can place the totems. Some change the light color and ambient noise in the vehicle, while others change the scent distributed throughout the interior. Jaguar wants drivers to slow down, take a moment and ritualize the journey.

The automatic butterfly doors celebrate the welcome of the vehicle and “celebrate theatrical moments,” according to the company. This includes the way the totem holder opens from the side panel, as well as the way everything changes in unison when the totems are placed in the center console. Some of the totems are metal and one is travertine, but they are all heavy when held in your hand.

In Miami, Jaguar worked with new artists from the fields of movement art, film and photography who were part of the development process and provided an external perspective. Aside from the research they normally do for the automotive industry, the company says it gave people a “real sense of what’s next.”

“It was more enlightening, as a group they are influencing the cultural chasm that will take us into a new territory and into this new luxury space. That was probably one of the most valuable parts of the process,” Stevens said Newsweek.

“What you see today is a manifestation of the brand right down to the product vision, because we do that in parallel while we also create it and put it into production. “We created this vision, but at the same time, we also deliver functioning cars,” Stevens said when asked about a brand that champions design.

Jaguar said it won’t talk about heritage as much as before because the wealthy customers it will court don’t care. The company assumes that prices will generally double and the vehicles will return to the more exclusive character of the 1960s.

“We try to go our own way and not be inspired by other OEMs. I would say we are in a really fortunate position because our names, including Jaguar, have resonance outside the automotive industry and are interested in being involved.” “To improve our understanding of luxury in cars and vice versa, we must not just leveraging that emotional connection with the end customer,” Stevens said.