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 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.
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.
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00:00Sir William Lyons, our founder, believed Jaguar should be a copy of nothing.
00:18That's why we face the future with fearless creativity, unbound by imitation, convention,
00:27unexpected, showing courage and unwavering determination.
00:38For every act will be a symbol of change.
01:00Fear shapes how we perceive, interpret and express the world around us.
01:16Striking through imitation and convention, an action that symbolises courage and unwavering
01:23determination, life's unstoppable force, always pushing us forward.
01:35Kiaros Gyoro, an exploration of light and shade, creating contrast and volume to create
01:46tension, mystery and intimacy, championing originality in all its forms, copy nothing.
02:02London Blue, a tribute to British creativity, inspired by the opalescent silver blue of
02:10the 1960s E-type, reimagined for today.
02:16Miami Pink, an expression of Miami's spirit, capturing the city's vibrancy, culture and
02:56Good evening, Miami.
03:21Jaguar celebrates fearless creativity.
03:24So where better to launch its reimagining than here at Miami Art Week.
03:32Getting attention in today's world is not always easy, and I assume all of you and those
03:38following from around the world may have read a thing or two about the new Jaguar brand.
03:46And we're delighted to have your attention.
03:50The travesty has always surrounded British creativity when it's been at its best.
03:58David Bowie, Vivian Westwood and architect Richard Rogers were some of my creative heroes.
04:07They were British trailblazers who challenged convention and had no desire to copy the norm.
04:16In the same way, when Jaguar was at its best, it threw away the car design rulebook and
04:22created E-type and the XJS.
04:28These were objects of desire.
04:31Sir William Lyons, our founder, many years ago said, a Jaguar should be a copy of nothing.
04:40Don't be held back by the past.
04:42Be brave.
04:43Be fearless.
04:45Be nothing.
04:47Create new objects of desire.
04:49These were exactly the words I used to brief my creative team.
04:56Type 00 is the first physical manifestation of the new Jaguar brand that's influenced
05:04by the desire to recapture the essence of Jaguar's original creative conviction.
05:11This is a taste of things to come.
05:14And those of you who know me, know I don't believe in concepts unless they become a reality.
05:23Look at its jaw-dropping proportions.
05:27That's what we mean by exuberance.
05:31Its long bonnet doesn't conform to electric vehicle design and why should it?
05:39Look at its uncompromising modern surfaces, dramatic intersections, and flawless details.
05:48At our very best, we have never conformed.
05:53And this uncompromising creative approach runs from these exuberant proportions all
06:00the way through to the finest details.
06:03Our powerful symbols of change follow this exact principle.
06:08Each symbol has meaning.
06:11The leaper always leaping forward, never backwards.
06:15The monogram, our seal of approval.
06:18And our wordmark is the future face of Jaguar.
06:22Strike through is another symbol and the name given to the horizontal lines repeated throughout
06:30Type 00.
06:32It symbolizes Jaguar's desire to strike through convention.
06:38The strike through is at its most prominent at the rear, accentuating the vehicle's beautifully
06:47sculpted haunches.
06:49Inside, the sense of drama continues.
06:54Tactile and forward-thinking materials and details come together to create a feeling
07:00of occasion.
07:02Color is another key component of our new brand.
07:07London blue, a homage to our British heritage, while also paying tribute to our favorite
07:15E-Type.
07:16Miami pink, a color that is synonymous with this city, its architecture, its art, even
07:24its football team.
07:26Or should I say soccer?
07:29Clearly, our creativity doesn't conform, so why should our technology?
07:36Our new range of vehicles, unlike many others, will use a completely unique electric platform.
07:44Even with these large wheels, there is no range anxiety with an impressive 430 miles.
07:53These will be the most powerful Jaguars ever and will be capable of producing 1,000 horsepower.
08:02Jaguar has no desire to be loved by everybody.
08:07It has already stirred emotions and it will continue to.
08:11Some may love it now, some may love it later, and some may never love it.
08:18And that's okay, because that's what fearless creativity does.
08:23This is the original essence of Jaguar, and for me, it's been an honor to lead the creative
08:31reimagining of this great British brand.