Jaguar has unveiled its electric concept car, the Type OO, at Miami Art Week. Following up a controversial teaser ad which notably featured no cars, Jaguar unveiled its concept design. It too caused some controversy – some were expecting the reveal of a fully developed market model, which the Type 00 certainly is not. The Type 00 has a conventional sports car shape, with a long nose tapering to a sleek rear, and has fashionable butterfly doors, but has no rear window and has what some critics described as an unnecessarily long bonnet.
Last month, Jaguar Land Rover (JLR) stopped selling new Jaguar cars in the UK ahead of its relaunch as an electric-only brand in 2026. Sales of its cars have been plummeting in recent years, and some have argued that as its traditional, heritage image does not seem to be working, the rebranding is a gamble with a limited risk.
Jaguar’s first reimagined production car will be an electric four‑door GT – to be revealed in late 2025 and built in the UK. See: www.jaguar.com/copy‑nothing.
The official press release from Jaguar reads in part as follows:
“The world premiere of the design vision concept at Miami Art Week – as South Florida becomes the centre 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.
Introducing an unmistakable, unexpected and dramatic physical manifestation of Jaguar, as the brand continues its transformation. Type 00 (pronounced Type Zero Zero) embodies Jaguar’s creative philosophy of Exuberant Modernism following the debut of its new brand identity.
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 spectacular.”
Adrian Mardell
Chief Executive Officer, JLR
In Miami, Jaguar’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.
Introducing Type 00. The physical manifestation of Jaguar’s new creative philosophy – Exuberant Modernism.
Profile
The ‘Type’ prefix is a link to the brand’s provenance, to models like the pioneering E‑type. 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 bonnet, 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).
Jaguar’s new creative philosophy is founded on three fundamental characteristics and expressed in every part of the brand and everywhere it appears – represented in both a new artistic visual identity and the way it builds relationships with clients.
- Exuberant. Vibrant, uninhibited and fearless. In the vehicles it creates and moments it curates
- Modernist. Future‑facing, curious and inspired by the world. Respectful of the past, not dictated by it
- Compelling. Holistic, sensory and extraordinary. Generating meaningful connections with clients
Type 00 is a prelude to a future generation of Jaguars that will recapture the spirit and essence of the brand at its best. Our start point was a blank sheet of paper from both a design and engineering perspective. A new and unique architecture, JEA, was developed from scratch to enable the dramatic design of Type 00. This dedicated technology platform will ensure clients experience a captivating driving experience, engaging handling and exemplary ride comfort.
The latest electrification technologies and awe‑inspiring designs will make future Jaguars stand out in an increasingly homogenous EV market.
Built in the UK, the first new‑generation production Jaguar will be a four door GT to be revealed in late 2025. It will target a driving range up to 770km (478 miles) WLTP or 430 miles (692km) EPA, on a single charge and adding up to 321km (200 miles) of range in as little as 15 minutes when rapid charging.
Jaguar will come to life in a select number of exclusive brand stores for clients around the world. These environments will present an immersive step into the world of Jaguar, embracing their setting and local culture and be complemented by a wider global network of luxury retailers. Jaguar’s first new brand store will be in the heart of the luxury fashion district of Paris, in the 8th arrondissement.
The confident new face combines upright, flush surfaces with the new Jaguar device mark at its centre. A distinctive and precise front light signature emphasises the corners of the car, giving width and grounding it.
Statement
The side profile is dominated by bold proportions, with the Jaguar ‘leaper’ laser‑etched into a hand‑finished brass ingot on each side of the car. These ingots theatrically deploy to reveal rear‑facing cameras that – like the charging ports and front air intakes – remain hidden until needed.
The rear continues the bold statement. A glassless tailgate and panoramic body‑harmonised glazed roof create a sense of sculpture. The rear elevation is defined by distinctive horizontal Strikethrough graphics, which hide dramatic full‑width taillights and emphasise the power and scale of Type 00.
Just as a pair of E‑types attended its 1961 launch at the Geneva Motor Show, the reveal of Type 00 celebrates two contrasting interpretations of Jaguar’s new design vision. A Satin Rhodon Rose example – dubbed ‘Miami Pink’ in honour of the pastel colours of the city’s iconic Art Deco architecture – is inspired by the distinctive rose colour that brass takes on as it ages. It is joined by a striking Inception Silver Blue model. Dubbed ‘London Blue’, it is inspired by the Opalescent Silver Blue of the 1960s and was chosen to reflect Jaguar’s British heritage.
A pair of dramatic butterfly doors and ‘pantograph’ tailgate open to reveal a modernist interior that shares its exuberant proportions with the exterior. The awe‑inspiring cabin features three hand‑finished brass lines which run the length of the interior, with a central 3.2m‑long brass spine that splits a pair of floating instrument panels.
Soothing travertine stone functions as a plinth, supporting the floating seats and central spine. It inspires the rich layered tonal colour palette of the interior. Woven textiles add to the sense of craftsmanship. A tactile wool blend, inspired by handwoven yarns, envelops the two seats, sound bar and flooring.
Type 00 is an experience for the senses. Its body‑harmonised glazed roof casts a subtle pattern onto the materials inside, bringing textures to life and changing their character throughout the day.
Jaguar’s design team explored new ways of enhancing the interior. Occupants can tailor the cabin to suit their mood using the uniquely crafted Prism case. The objective of this feature is for occupants to engage with the vehicle and extend the concept of customisation and personalisation. It stows behind an exquisitely engineered powered door on the bodyside and contains three totems of natural materials – Brass, Travertine and Alabaster.
Placing one of the totems inside the centre console tailors the mood of the interior. Everything, from the ambient lighting and unique soundscape to the tailored screen graphics, reflect the properties of the chosen material. Bespoke scents interact with the materials for unprecedented personalisation.
Artistic
This exuberant and artistic approach to engaging the senses extends to the display screens, where animations are formed through the creative technique of ‘Chiaroscuro’ – using light and shadow to define three‑dimensional objects.
Jaguar showcased its creative reimagining at Miami Art Week with a series of curated gallery spaces in two locations. As the Official Luxury Automobile of Art Miami, it presented ‘Jaguar. Exuberance.’ – an immersive exploration of its dramatic new visual language featuring original works by British artists. Then, at the fashion and architectural playground of Miami Design District, Jaguar unveiled its ‘Copy Nothing’ installation for the public global debut of Type 00.”
Our presence at Miami Art Week emphasises Jaguar’s purpose as an advocate for art and creativity in all its forms. We know that art is a passion point for our future clients, so what better way than to go and talk to them directly, at one of the world’s premier art festivals.
Rawdon Glover
Managing Director, Jaguar
It’s thought that the commercial design Jaguar intends to unveil in 2025 will cost in the region of £100,000.
All images courtesy of Jaguar
See also: Abu Dhabi Art and the Antiquarian Market
