Jaguar launches ‘Type 00’ as part of its new identity launch.
Jaguar unveils a strikingly distinctive and unexpected representation of its brand as it continues to evolve. Type 00 (pronounced Type Zero Zero) exemplifies Jaguar’s artistic vision of Exuberant Modernism, following its new brand identity launch.
The world premiere of this design concept at Miami Art Week – while South Florida becomes the hub of the art world for six days — previews Jaguar’s future direction, recapturing the foundational ‘Copy Nothing’ ethos of its founder, Sir William Lyons.
In Miami, Jaguar is advancing its transformation into an exclusively electric brand with a new lineup of highly coveted luxury vehicles. This shift transcends product design; it signifies a comprehensive reimagining of the entire brand.
The ‘Type’ prefix connects to the brand’s heritage, reminiscent of iconic models like the pioneering E-type. The first zero denotes zero tailpipe emissions, while the second signifies it as the inaugural model in this new lineage. Its forward-thinking design challenges electric vehicle norms with a long hood, sweeping roofline, 23‑inch alloy wheels, fastback silhouette, and boat-tail, creating a bold profile with refined, modern surfaces. This innovative design is made possible by our unique JEA (Jaguar Electric Architecture).
Jaguar’s new creative philosophy is built upon three core principles and is reflected in all brand elements and interactions. This is showcased through both a fresh artistic visual identity and the manner in which it engages with clients.
Type 00 serves as a precursor to a future generation of Jaguars that will reignite the brand’s spirit and essence at its finest. Their design journey began from scratch, with an all-new architecture known as JEA developed to support Type 00's striking design. This dedicated technology platform ensures clients enjoy an engaging driving experience, responsive handling, and outstanding ride comfort.
The bold new face features upright surfaces seamlessly integrated with the new Jaguar emblem at its centre. A distinctive front lighting signature accentuates the car's corners, enhancing its width and stability. The side profile showcases dominant proportions, with the Jaguar ‘leaper’ elegantly laser-etched on each side as a hand-finished brass ingot that artistically reveals rear-facing cameras, which, along with charging ports and front air intakes, remain concealed until necessary.
The rear of the vehicle reinforces the strong design statement. A glassless tailgate combined with a panoramic, harmonised glazed roof delivers a sculptural appearance. Distinctive horizontal Strikethrough graphics on the rear conceal dramatic, full-width taillights while showcasing the power and scale of Type 00.
Dramatic butterfly doors and a ‘pantograph’ tailgate open to unveil a modernist interior that reflects the exuberant proportions of the exterior. The impressive cabin includes three elegantly crafted brass lines running the length of the interior, with a central 3.2m brass spine that divides a pair of floating instrument panels.
Soothing travertine stone serves as a base for the floating seats and central spine, inspiring the rich layered tonal palette of the interior. Craftsmanship is highlighted through woven textiles, featuring a tactile wool blend influenced by handcrafted yarns that encase the seats, sound bar, and flooring.
The vehicle offers a sensory experience. Its harmonised glazed roof subtly projects patterns onto the interior materials, enhancing textures and altering their characteristics throughout the day.
Jaguar’s design team has innovated fresh ways to enrich the interior. Passengers can customise the cabin ambiance using the uniquely designed Prism case, aiming for deeper interaction with the vehicle and expanding the concept of personalisation. This feature discreetly stores behind a beautifully engineered powered door on the vehicle’s side and includes three totems made of natural materials: Brass, Travertine, and Alabaster.
Images courtesy of Jaguar
Inserting one totem into the centre console customises the interior’s atmosphere. All elements, from ambient lighting and bespoke soundscapes to tailored screen graphics, adapt to the selected material. Unique scents interact with the materials for unmatched personalisation.
This vibrant and artistic engagement with the senses extends to the display screens, where animations are crafted using the artistic method of ‘Chiaroscuro’ — employing light and shadow to define three-dimensional forms.
At Miami Art Week, Jaguar presented its creative vision with curated gallery spaces at two venues. As the Official Luxury Automobile of Art Miami, it featured ‘Jaguar. Exuberance.’ – an immersive exploration of its bold new visual language comprising original works by British artists. In the fashionable Miami Design District, Jaguar introduced its ‘Copy Nothing’ installation for the global debut of Type 00.
