Introducing an unmistakable, unexpected, and dramatic physical manifestation of Jaguar, as the brand continues its transformation. Type 00 (pronounced Type Zero Zero) embodies the Jaguar brand’s creative philosophy of Exuberant Modernism following the debut of its new brand identity.
The world premiere of the design vision concept at Miami Art Week – as South Florida becomes the center of the art world for six-days – previews what’s to come from Jaguar, as the brand recaptures the original ‘Copy Nothing’ ethos of its founder, Sir William Lyons.
Adrian Mardell, Chief Executive Office, JLR, said: “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism. That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-type. Our journey is already underway, guided by our original ethos to Copy Nothing – and the results will be nothing short of spectacular.”
In Miami, Jaguar brand’s transformation into an electric-only brand with an elevated family of highly desirable and exclusive new luxury vehicles continues. This transition extends beyond the products Jaguar designs and engineers; it represents a reimagination of the entire brand.
Rawdon Glover, Managing Director, Jaguar, said: “We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future facing, relevant and one that really stands out”.
World premiere: Type 00
Introducing Type 00. The physical manifestation of the Jaguar brand’s new creative philosophy – Exuberant Modernism.
The ‘Type’ prefix is a link to the brand’s provenance, to models like the pioneering E-Type vehicle. The first zero references zero tailpipe emissions. The second represents its status as car zero in our new lineage. Its visionary design defies electric vehicle convention with a long hood, sweeping roofline, 23-inch alloy wheels, fastback profile and boat-tail to create a dramatic silhouette with sophisticated, modernist surfaces. This design was enabled by our unique and dedicated architecture (JEA)(Jaguar Electrical Architecture).
Professor Gerry McGovern OBE, Chief Creative Officer, JLR, said: “Type 00 is a pure expression of Jaguar brand’s new creative philosophy. It has an unmistakeable presence. This is the result of brave, unconstrained, creative, and unwavering determination. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen. A vision that strives for the highest level of artistic endeavor.”
