A lot happened in 2024. Trump returned to the White House, Labour won a general election, Team GB bagged 65 medals in Paris, Lewis Hamilton joined Ferrari, and Taylor Swift pulled off the highest-grossing tour in music history. But perhaps the biggest shockwave came from Jaguar.
Last year, the iconic British brand hit reset. It scrapped the famous leaping cat logo and unveiled a divisive new identity, starting with a 30-second video on social media promising to “copy nothing” and “delete ordinary.” Notably, it didn’t feature a single car.
The reaction? Fierce. Public figures from Nigel Farage to Elon Musk weighed in. Critics called it “woke,” “ridiculous,” even “unhinged.” But Jaguar doubled down—unveiling its Type 00 concept car just a month later at Art Basel in Miami.
Now, in the heat of summer 2025, that same car has landed at the Goodwood Festival of Speed for its first public appearance on UK soil. We’ve seen it in person—and here are five things you should know about Jaguar’s most daring creation yet:
1. Type 00 Leads Jaguar’s All-Electric Future
While the backlash over Jaguar’s rebrand made headlines, the more important story is this: Jaguar is now a 100% electric brand.
Known for its legendary engines—like the XK straight-six and the V12—Jaguar is among the first heritage manufacturers to go all-in on EVs. After a year-long pause in UK sales, Jaguar returns in 2026 with a new four-door GT. It will be the first of three premium electric models under the brand’s “Reimagine” strategy.
The Type 00, though just a concept, signals where Jaguar is heading: high-performance, all-electric, and unapologetically upmarket.
2. It’s Boldly New—but Still Nods to the E-Type
While this is a clean break, Jaguar hasn’t completely abandoned its roots. The silhouette of the Type 00, especially the sweeping roofline, carries subtle echoes of the legendary E-Type—the car that put Jaguar on the global map in 1961.
The “00” name reflects its position as the first in a new design era—and its zero emissions. It’s a modern reinvention, not a replica.
As Jaguar Land Rover CEO Adrian Mardell put it, they want this car to spark the same kind of awe as the E-Type once did. They might just pull it off.
3. It’s a Digital Detox on Wheels
Step inside the Type 00 and you won’t find tech overload. Instead, you’ll find calm.
Its interior design borrows from spa-like minimalism: travertine stone structures, wool-blend seats, untreated brass that will age naturally, and light-drenched space. Large screens tuck away when not in use, leaving just a slim display at the base of the windscreen.
To interact with the car’s features, you use a physical “totem” key made from brass, alabaster, and travertine. It’s tactile, intentional, and completely different from anything else on the road.
4. The Showroom Experience Is Changing Too
The Type 00 won’t be sold, but its production successor—the GT arriving in 2026—will be. Just not in the traditional way.
Jaguar is reducing its UK dealer network from around 80 to just 20, with new “curated brand stores” in high-end locations like Paris’ Golden Triangle. The aim? To deliver a more personalised, luxury retail experience—think appointments, design consultations, and champagne.
This ties in with Jaguar’s wider push to connect with a younger, design-conscious audience, similar to the crowd that flocks to Miami’s Art Basel, where the Type 00 first appeared.
5. Jaguar Calls the Look ‘Exuberant Modernism’
The Type 00 is big, bold, and built to stand out. With a long bonnet, square nose, sleek rear haunches and 23-inch wheels, it’s unlike anything in Jaguar’s past—and all about the future.
Painted in a striking “Rhodon Rose” (or “Miami Pink”), the car mixes sculptural design with expressive colour. It’s a preview of what’s to come when the production model launches, expected to start around £100,000 and offer a range of up to 478 miles.
