Did the controversial Jaguar rebranding work? Yes, the new electric vehicle is stunning

Everyone has been talking about Jaguar since the controversial rebranding video went live on YouTube a few weeks ago. While this campaign was embroiled in heated political debate, it was just a 30-second video, and the real test would be the unveiling of the car itself. The time has finally come, as the prototype celebrated its debut at Miami Art Week on Monday evening.

Unfortunately, some publications broke Jaguar’s NDA and released the concept images on Monday morning. It’s a sign of how much attention the launch is receiving that these publications were willing to risk their relationship with JLR over concept art. Anticipation for the launch of the new car is high, leading to Jaguar halting all production of its internal combustion engine vehicles and then not producing any cars at all until its electric vehicle launches in late 2025.

Enter the Jaguar Type 00

The new electric vehicle is called “Type 00” – meaning a complete remake of the lettered Jaguar models of the previous era (C-Type, D-Type, E-Type, F-Type). According to Jaguar, the zeros mean more than just an alphanumeric reconstruction. The first zero refers to zero exhaust emissions, the second means this is the first in the range of new Jaguar electric vehicles. The car will be based on a new all-electric platform called Jaguar Electric Architecture, which was not used for the popular I-Pace. Parent company JLR has invested billions in the transition to electric vehicles and has followed its words with action when it comes to electrification.

The Type 00 targets a range of 478 miles (WLTP) and 430 miles (EPA), with the ability to replenish 200 miles of range in 15 minutes of charging. JLR is working with Elysia, Fortescue’s battery and charging specialist, to achieve this. Elysia is a company with technology that can charge 264 ton dump trucks with 2 MW. So this is not an empty promise. Jaguar’s continued dominance in Formula E also raises hopes that the new Type 00 will be an electric GT capable of class-leading performance.

But what about the physical design of the car? There were mixed reactions to the leaked images. Some claim it’s the ugliest vehicle they’ve ever seen, while others appreciate the bold departure from the Jaguars of yesteryear. This is not an E-Type restomod, although the long front and sloping rear point a little in that direction. Otherwise the angles are sharp. The previous brand relaunch had the aim of “not copying anything”, and although the angularity is very much in line with contemporary car design, the new car looks like no Jaguar that has come before.

While there are echoes of the direction Range Rover has taken, perhaps the most telling comparison is some of the designs currently coming out of China, such as the Huawei Maextro S800, which was also recently unveiled. The Jaguar design is much sleeker, lower and classier than the Huawei, but you can bet Jaguar is hoping for lots of sales in China’s emerging luxury car market.

One journalist described the Maextro as if “someone had put a Maybach, a Rolls and a Porsche in a blender”, and that’s the target group Jaguar is now targeting. The E-Type essentially put Jaguar on the world map, being nicer than a contemporary Ferrari and just as fast at half the price. But in general Jaguar was a British alternative to BMW or Audi and possibly also to Mercedes with its larger cars and not high-end luxury. His limousines were extremely popular with gangsters and bank robbers. That image is being swept away as the new Jaguar EV is clearly aimed at “high net worth individuals” or even the emerging “ultra-high” category. It could be in direct competition with the Rolls-Royce Specter.

Jaguar’s new luxury customer

Jaguar’s sales strategy will also pivot in this direction. The hubs for this will be exclusive brand stores around the world and non-traditional retailers, complemented by a broader global network of luxury retailers. The first brand shop will be built in Paris in the 8th year^Th Arrondissement – ​​where the city’s fashion industry is centered. Considering Jaguar chose to unveil the vehicle at Miami Art Week, where pieces start in the six-figure range and go up from there, there’s a clear divergence in this market positioning.

The design details are as flashy as you’d expect from this intended customer, starting with the suitably huge 23-inch wheels. The doors open in “butterfly mode” (since all premium cars must have doors that open upwards rather than outwards). The tailgate is called a “pantograph,” which usually refers to the structure on an electric train that draws power from the overhead line. However, as there are no pictures of this yet, we don’t yet know how this was implemented into a door that leads to the rear cargo area of ​​a vehicle.

Brass is used extensively inside, including a central 3.2m long bar in the middle that separates the two dashboard screens. It looks like it would be annoying if the driver and passenger wanted to hug each other affectionately, and there are no obvious signs of cup holders. Where on earth will residents put their champagne glasses?

After the video was released a few weeks ago, much of the rather dubious criticism revolved around the actors in the video. More legitimate concerns have been raised over the discontinuation of the “Growler” big cat emblem and the font used for the Jaguar name. However, the cat branding is still recognizable, with the “Spring” images on gold rectangles on the side that unfold to reveal the rear-facing cameras.

However, the two color options presented are sure to keep the “anti-woke” debate going. They are called Miami Pink and London Blue. Both are a pastel shade that’s miles away from the British Racing Green that most people apparently should paint all British cars with. However, pink is a color associated with Miami, where the launch is taking place, and the blue is reminiscent of the opalescent silver-blue that was a hallmark of E-Type Jaguar sports cars in the 1960s.

Jaguar Type 00: Triumph or Travesty?

Criticism of the concept photos should be treated with caution. The officially released images are design drawings rather than images of the real car. The car actually unveiled in Miami has slightly smoother lines and the side profile is amazing. It’s a car that will attract as much attention on the road as the advertising campaign on social media. I saw this vehicle in “camouflage” on a test track and it was also shown in spy pictures. It’s an imposing vehicle that makes a clear statement about its owner in a way that hasn’t been the case with previous Jaguar models since the E-Type.

Whether you like it or love it, the Jaguar Type 00 is a big departure for the brand. All eyes are on it. There may be a bit of E-Type in there, but it has nothing to do with the fast sedans driven by shady characters that have been the brand’s trademark for decades. It also has nothing to do with the F-Pace mid-size family SUV. We’ll have to wait until the end of 2025 to find out if Jaguar can actually sell them to their intended customers. But the launch definitely grabbed enough attention to hold our attention.