JaGUar has leaked the car behind its meme-worthy new logo

Jaguar unveiled its electric concept car, the Type 00, during Miami Art Week, just hours after leaked images began circulating online. Featuring two colors – Miami Pink and London Blue – the new model aims to represent a bold reinterpretation of the iconic British brand for an electric future. The car features various innovative design concepts such as: B. rear-facing cameras as a replacement for conventional exterior mirrors and the noticeable lack of a rear window.

Jaguar unveils the Type 00 electric concept car at Miami Art Week

The introduction of the Type 00 marks a significant moment for Jaguar on its journey to becoming an all-electric brand by 2025. Jaguar reported that this vehicle features a special electric platform that allows for an impressive range of up to 478 miles. The car also supports fast charging, which can achieve 200 miles of charging capacity in just 15 minutes. Production of the Type 00 is planned for the UK, with the production-ready version scheduled for release at the end of 2025.

Jaguar’s rebranding initiatives have received mixed reactions online, particularly regarding the new designs and logo, which positions the name as “JaGUar”. The brand’s chief executive, Adrian Mardell, highlighted Jaguar’s heritage, stating: “The magic of Jaguar is close to my heart – an original British luxury brand unrivaled in its tradition, artistry and emotional appeal.” Despite this focus on heritage Early reviews suggest the concept car’s aesthetics may resonate more with fans of children’s characters than with traditional Jaguar customers.

The concept car features distinctive design features, including large wheels and a full-length windshield that merges with the side windows to create a wraparound effect. Additionally, there are gold flecks behind the rearview cameras on the front wheel, which goes against the conventional design standards expected of luxury vehicles. The car’s launch follows a marketing campaign in November that featured various models without showcasing any cars at all, which some critics saw as emphasizing a “woke” agenda.

Jaguar’s transition into the electric segment comes after the company struggled with declining sales and the increasing challenge of remaining competitive. In 2018, the company sold around 180,000 cars; This number fell to just 67,000 by 2023. The manufacturer is investing £18 billion to electrify its range, reinforcing its commitment to moving away from diesel models. Jaguar will also launch three more electric cars in 2026 after the company paused new car sales for a year to focus on the rebranding process.

The Type 00 model’s design has drawn comparisons with other luxury electric vehicles, particularly the Polestar series, which also lacks a rear window and instead relies on camera systems for visibility. Critics expressed concerns about this feature, noting that the elimination of rear windows impairs the driver’s visibility. Critics claim that the automotive market is currently experiencing a trend toward “enmodeling,” where practicality is overshadowed by stylized design choices.

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While initial reactions to the Type 00 were mixed, Jaguar claims its move towards electric mobility is in line with industry trends and consumer expectations for sustainability. As the brand continues its rebranding efforts, questions remain as to how well it can capture the interest of traditional customers while appealing to a new, younger audience. As the vehicle’s unveiling adds to ongoing discussions about Jaguar’s future, the brand faces the challenge of redefining itself in a competitive electric vehicle market.

Jaguar’s strategy and the execution of its latest concept are critical as the company embarks on the ambitious path towards an electric future. Investigations into the marketing campaign and public perception of the new branding continue as the company seeks to clarify its identity amid the evolving automotive landscape.

Photo credit: Jaguar