TLDR:
- Jaguar unveiled its Type 00 concept EV at Art Basel Miami, featuring a controversial “Miami Pink” design that sparked mixed reactions and comparisons to Barbie
- The company is undergoing a complete brand reboot, shifting to all-electric vehicles priced above $100,000 and targeting wealthy younger consumers
- The Type 00 concept precedes a production four-door GT sedan coming in late 2025, promising 430-mile range
- The concept features unique elements like butterfly doors, 23-inch wheels, and a thin windshield display
- Critics argue the new design direction has “lost all connection” to Jaguar’s heritage and traditional design language
Jaguar unveiled its Type 00 concept electric vehicle at Art Basel Miami, marking a dramatic departure from the brand’s traditional design language and sparking debate among automotive enthusiasts and industry experts. The reveal, which took place during Miami Art Week, showcased the concept car in both “Miami Pink” and “London Blue” color schemes.
The Type 00 features a distinctive design with a long hood, sweeping roofline, and fastback profile that Jaguar describes as art deco-inspired. The concept car includes several notable features, including 23-inch wheels, butterfly doors, and an oval steering wheel. Inside the cabin, three brass bars run through the interior, while a stone plinth separates the seats.
One of the most innovative elements is a thin display integrated along the windshield’s interior, which remains visible even when the main interior screens are folded away. The concept car notably lacks a rear window, emphasizing its avant-garde design approach.
The unveiling comes as Jaguar implements a comprehensive brand transformation. The automaker plans to transition to an all-electric lineup, targeting the luxury market with vehicles priced above $100,000. This strategic shift aims to attract younger, wealthy consumers, moving away from the brand’s current market position.
Gerry McGovern, Jaguar’s chief creative officer, defended the bold design direction at the Miami event.
“Controversy has always surrounded British creativity when it’s been at its best,”
McGovern stated. He drew parallels to iconic models from the brand’s past, noting that “when Jaguar was at its best, it threw away the design rulebook and created E-Type and the XJS.”
The Type 00’s design has generated mixed reactions from industry experts and the public. Some critics have dubbed it “Barbie Pink” due to its Miami Pink exterior option, while others have compared it to a pink Batmobile because of its low-slung profile. The controversy extended beyond the car itself to Jaguar’s recent marketing campaign.
A pre-reveal advertising campaign titled “copy nothing” faced criticism on social media for featuring models in avant-garde outfits without showing any vehicles. Tesla CEO Elon Musk questioned the approach by asking, “Do you sell cars?” in response to the advertisement.
Jaguar’s sales have declined over the past decade, with the brand facing challenges related to poor reviews and reliability concerns. The company, now part of the Jaguar Land Rover group owned by India’s Tata Motors conglomerate, sees this reinvention as essential for its future success.
The Type 00 serves as a preview for Jaguar’s first production electric vehicle under this new direction. The company plans to reveal a four-door GT sedan in late 2025, promising an estimated all-electric range of 430 miles. The production model will also feature fast-charging capabilities, reportedly adding up to 200 miles of range in 15 minutes.
Industry analyst Karl Brauer of iSeeCars expressed skepticism about the new direction. “The company is clearly trying to go upmarket with a look — and a price — that’s more Rolls-Royce than Jaguar,” he noted, adding that the new designs have “lost all connection to the brand’s past.”
Jaguar executives remain confident in their strategy. CEO Rawdon Glover defended the approach, stating, “If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”
McGovern reinforced this sentiment, describing the Type 00 as “a pure expression of Jaguar brand’s new creative philosophy” and “the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen.”
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