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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MotorTranscript
00:00My name is Rawdon Glover, I'm the Managing Director of Jaguar, and we're here today to celebrate the unveiling of Type 00, the future of Jaguar.
00:10The Miami Art Fair is a celebration of all things creative, so what better place for us to celebrate Type 00, our latest object of desire.
00:20It seemed the perfect place for us.
00:22So with so much disruption going on in the market, we really needed to understand the absolute core DNA of Jaguar.
00:29That's what we need to do to face the electrified world and the future.
00:33And in doing so, we look at actually its bold creativity, its need to have an emotional connection with its audience, and that's exactly what you see here today with Type 00.
00:44What are the aspects of Type 00 that I'm most excited about?
00:48Well, overall, it's its boldness, its confidence.
00:52Just look at the proportions of the vehicle. I think it's got real drama, real presence.
00:57It's exactly what a Jaguar should be.
00:59And particularly at a time when many EVs, electric vehicles, tend to be cab forward, they tend to be quite high riding, small wheels.
01:08What Jaguar's done, we've ripped up that rule book and done something completely different, which is exactly the ethos of the brand.
01:16This is what we mean by copy nothing.
01:18The Leaper is really important for us. We know it's the most treasured icon for the Jaguar brand.
01:23So when we reinvented Jaguar, we needed to also reinvent the Leaper and find an appropriate way to make it work in a way that was absolutely in harmony with this vehicle.
01:33So you'll see it's now been paired with the strikethrough and also is also now leaping forward, just an indication that Jaguar is now completely forward looking.
01:45So Jaguar is quintessentially a British brand. Our heritage is really important for us, but we have to be forward looking.
01:52We are a brand with heritage, not a heritage brand, which is really a great example of how we've reinvented the Leaper.
02:00Our most precious symbol that we've reinvented to work with this vehicle in a very, very progressive, very forward thinking way.
02:07And you'll also see other icons that will be very, very synonymous with all Jaguars to come.
02:13More than anything, when people see this vehicle, what I want their reaction to be is one of excitement.
02:19Jaguar has gone back to its natural habitat. We are reinventing this brand and really taking it in a very exciting direction.
02:29And I want people to think that Jaguar is back.
02:32We think this vehicle is going to appeal to anybody that wants a bold, dynamic, distinctive design.
02:40A car that looks like nothing else on the road. That's who this car will appeal to.
02:45So this is a whole new era for Jaguar. But what can you expect to see next?
02:50Well, our first production vehicle is a four-door GT that will be with clients at the end of 2026, and we shall be unveiling that next year.
02:59Now, what you see here in terms of Type 00 is a very, very clear signpost in terms of what you're going to see next.
03:06And we're really confident that when you see our production vehicle, you'll be equally as excited as you are about this vehicle.