Jaguar Type 00 electric concept car sparks controversy

CNN
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British luxury car maker Jaguar has unveiled its Type 00 concept car, the first look at a new electric vehicle after a controversial rebrand that has divided opinions.

In a statement released Tuesday after the car’s unveiling at Miami Art Week, the manufacturer said it was “introducing a distinctive, unexpected and dramatic physical manifestation of Jaguar as the brand continues its transformation.”

The Type 00 features a long hood and fastback profile, as well as 23-inch alloy wheels. It is presented in two colors: Miami Pink and London Blue.

“The former reflects the iconic Art Deco setting of its unveiling, the latter references its British heritage,” Jaguar said in the press release.

Although the Type 00 is a concept and therefore will never go into production, opinions are divided online.

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Jaguar said it will be a pure electric brand focused on luxury vehicles, but development is still ongoing.

“This transition goes beyond the products Jaguar designs and engineers. it represents a reinterpretation of the entire brand,” the automaker said.

This new brand identity also sparked controversy when it was unveiled in November.

Under the slogan “Don’t copy anything,” Jaguar released a promotional video that featured a diverse cast of models posing and moving through an otherworldly landscape, drawing the ire of traditionalists.

“Um, where are the cars in this ad? Is this something for fashion?” wrote one commenter on X.

The 102-year-old luxury automaker is replacing its previous logo, which is emblazoned in all caps, with a new one that will be a “powerful tribute to modernity,” the company announced Nov. 18.

Other changes to Jaguar’s branding include a redesigned jumping cat logo called “Leaper” and a new monogram that incorporates “J” and “R” into the brand name. Car and Driver reports that the Leaper, which has adorned its cars for several decades, is being phased out in favor of the badge.

“This is a reinterpretation that recaptures the essence of Jaguar, returning it to the values ​​that once made it so popular, but at the same time making it relevant to a contemporary audience,” said Gerry McGovern, Chief Creative Officer of Jaguar Land Rover, most recently in a press release month.

The first production car under Jaguar’s new management will be a four-door electric grand tourer built in the UK. It will be unveiled in late 2025, the automaker said.

Jaguar also plans to open several brand stores around the world, the first of which will open in the 8th arrondissement of Paris.

CNN’s Jordan Valinsky contributed to this report.