Jaguar Unveils Type 00 Vision Concept at Miami Art Week

A few weeks ago, British automotive brand Jaguar set the (social) media world a light introducing their new creative philosophy and direction for the brand. The internet interneted immediately accusing the brand of betrayal, wokeness, and killing the brand. Despite the immediate backlash, Jaguar pushed forward with the rebrand to launch their Vision Concept Type 00 debuting at this years Miami Art Week.

While a modernized logo and a group of diverse people wearing colourful clothes got everyone up in arms, it’s safe to say this is the most anyone has discussed the brand in decades. People who would never speak about Jaguar offering up opinions, like  the barista at a local coffee shop to customers at a popular clothing store (and this isn’t just speculation). While the internet distractors are always quick to tell you what’s wrong, these angry keyboard warriors aren’t the brands core customers. The overall sales indicate the core customers are in fact few and far between, making the innovative rebrand necessary. This brings us to  Jaguar’s next big moment, attempting to recapture the original ethos of founder Sir William Lyons to ‘Copy Nothing’ and create something totally unique. The very approach that made the brand so successful in the first place. Let’s not forget Enzo Ferrari’s famous reaction to the Jaguar E-Type “the most beautiful car in the world” when he first saw it at the 1961 Geneva Auto Show.

That’s all fine and dandy for Jaguar to say, but what does it mean? Do they deliver on the bold and daring approach they are taking? The answer is… we’ll see. But they have done the unthinkable and taken the aesthetically boring automotive sector of Electric Vehicles into interesting and rather sexy new territory. Let’s be honest, it’s been a hot minute since any EV has truly seemed attractive or desirable, as the homogenization of the market has given most the same future driven lines. The Jaguar Type 00 breathes new light into the category with a bold look and unparalleled proportions intended to inspire future Jaguars. By defying the electric vehicle convention, the Type 00 features a long bonnet, sweeping roofline, fastback profile and dramatic 23-inch alloy wheels.

While everyone was outraged by the removal of the Jaguar from the logo, the “Leaper,” as it’s known, has been given a place of respect and prominence, laser-etched into a hand-finished brass ingot on each side of the car. These ingots theatrically deploy revealing rear-facing cameras, which, like the charging ports and front air intakes, are set into the vehicle’s body to remain hidden until needed. The Type 00 features flush surfaces, a glassless rear tailgate and a panoramic roof with body-harmonized glazing to create the vehicles sculptural lines.

Jaguar’s design team took an unprecedented approach to enhance the luxurious interior. There is only so much you can do since specific requirements remain, no matter how innovative you are, the Type 00 features three totems of natural materials: Brass, Travertine and Alabaster. Yes, you read that right; essentially, there’s marble inside of this car.

Continuing with the idea of innovation and breaking the mould of standardization in the EV market, the Type 00 was unveiled in two colours a sharp London Blue that references the brand’s British heritage and a slick yet bold Miami Pink further forming cultural ties to the release during Art Week.

After this highly debated brand moment, Jaguar’s transformation will continue to unfold in late 2025 with an electric four-door GT built in the UK.

The Jaguar Type 00 will be available to view at Art Miami this week through Sunday to the public.