Jaguar’s TYPE 00 was unveiled, following discussions around its “woke” rebrand and the online campaign preceding its launch.
The event provided an introduction to the TYPE 00’s forward-looking approach to luxury automobiles. The comments section of the video below, led with “This is the most colourful funeral I’ve ever watched..” – was written by Cameron Van Hooft, which sets the scene sadly for the hypobole filled, boastful unveiling.
The vehicle features a sculpted silhouette with aerodynamic lines, combining futuristic elegance with functionality. The concept included an LED light bar and boasted the use of sustainable materials.
Inside, the minimalist cabin incorporates hand-stitched vegan leather and responsibly sourced wood.
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.” – stated Adrian Mardell, CEO of JLR.
The TYPE 00’s performance is powered by dual electric motors, achieving 0 to 100 km/h in under 3 seconds and offering a range of up to 500 kilometers.
AI-powered systems support a seamless driving experience with features such as voice controls, augmented reality navigation, and over-the-air updates.
Jaguar claimed to be breaking the mould and charting new territory with it’s rebrand and concept launch, however – this feels like something I’ve seen over the last fifteen years many times before (and posted about here on Haute Today).
I’m a big personal fan of the Jaguar brand.. the 1960’s E Type in a British racing green is etched in my memory forever as one of my favourite cars to both drive an admire. But with the new Jaguar outlook, the overall campaign and launch feels irrelevant, out of touch and like it lacks effort. I look forward to further releases from the brand.
by Amanda Johnstone