Jaguar has unveiled its highly anticipated electric concept car, marking a daring departure from its traditional designs as the iconic British brand embarks on a dramatic rebranding journey.
The Jaguar Type 00 concept, revealed at Miami Art Week, offers a sleek, low-slung GT design, signalling the future direction of Jaguar’s electric vehicle lineup.
Photos of the car leaked online hours before the official debut causing frustration for the brand but there's no denying that Jaguar has been more than just the talk of the industry over the last fortnight.
The carmaker has dominated industry and social media conversation as well as making front-page headlines across the country.
The concept car was revealed in two striking colours, "Miami Pink" to celebrate its launch destination and "London Blue," in homage to Jag's most famous car - the E-Type.
It features slim LED headlights, a prominent grille, large alloy wheels, and cameras replacing rear-view mirrors. The cabin sports a minimalist design with an oval-shaped steering wheel and prominently displays Jaguar’s reimagined “leaper” emblem, which replaces the “growler” badge seen on previous models.
The Type 00 concept previews Jaguar’s next-generation electric GT model, set to launch in late 2025, and showcases the capabilities of the new Jaguar Electric Architecture (JEA). The platform promises up to 478 miles of WLTP range and ultra-rapid charging, with the ability to add 200 miles of charge in just 15 minutes.
Jaguar Managing Director Rawdon Glover emphasized the significance of this transition, stating:"We need to change people’s perceptions of what Jaguar stands for. Having a fire break in between old and new is, actually, very helpful."
This reinvention is part of Jaguar Land Rover’s broader “Reimagine” strategy, which includes phasing out legacy models like the F-Type, XE, and XF saloons to focus on an all-electric, premium lineup. The transition also includes a new retail approach, with plans to scale down UK dealerships to around 20 and launch curated brand stores blending high-end art, cuisine, and immersive luxury experiences.
Chief Creative Officer Gerry McGovern described the design philosophy driving this change as “Exuberant Modernism,” stating: "Jaguar is rooted in originality and artistry. This new vision reflects boldness, imagination, and vibrant modernity.”
Despite some online criticism of the concept’s unconventional design, Jaguar’s rebranding has generated significant attention and excitement despite no metal actually being made available until well into 2026.
The company hopes to break away from its traditional “Jag man” image and connect with a younger, affluent audience, positioning itself as a modern luxury EV brand - having admitted it will lose 85% of its existing audience.
It therefore shouldn't be too much of a surprise that its new direction is somewhat of a step-change away from where it currently lies in the market.
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