And so, to the car. You knew there’d be an actual car, right?
With Jaguar having inadvertently maneuvered itself onto the frontlines of the culture wars with its Internet-enflaming media campaign, the fact it’s a company that sells cars—and has a really important one coming down the pipeline—has been somewhat sidelined. But here it is: the Jaguar Type 00. A monolithic pink super-coupe that stakes out territory somewhere between the Rolls-Royce Spectre and the Tesla Cybertruck, and previews the company’s new direction. Yep, they’ve doubled down. Although there’s also one painted ‘London Blue.’
Over to JLR’s chief creative officer, Gerry McGovern: “Type 00 is a pure expression of Jaguar’s new creative philosophy. This is the result of brave, unconstrained creative thinking, and unwavering determination. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen.”
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No kidding. Type 00 is, first and foremost, a massive statement. In every sense. It debuts a new design philosophy that boils down to two words—exuberant modernism. The use of color is also key. Type 00 is more than five meters long, and although there are still curves to be found, its surfaces are sheer, blunt, and unapologetically brutal.
The front end, in particular, takes some getting used to, with that bothersome new logo sitting amid a series of raised bars in a nose that makes the average cliff face look weedy. Elsewhere, Type 00 uses a ‘strike-through’ graphic—a series of horizontal lines—that’s repeated on the real estate ahead of the windshield, on the roof, and at the rear. There are full-width taillights hidden in there.
It’s strikingly cab-rearward and willfully pushes the sacred strictures of stance and proportion to the limit, even on 23-inch wheels. Check out the so-called ‘prestige mass,’ the area between the front axle and the dashboard. It’s immense. Then there’s the DLO (daylight opening), which is minimal. Indeed, the side profile evokes the ’20s and ’30s coachbuilt ultra-luxury cars like the Bugatti Royale Kellner coupe or Saoutchik-bodied Bucciali TAV8-32, with the long nose signifying the presence of a humongous combustion engine. Not here, though. Cadillac’s 2003 Sixteen concept comes to mind, too. Those of a certain age might also find memories of Lady Penelope’s Rolls-Royce from Thunderbirds resurfacing.
Anyway, the Type 00 somehow manages to bundle up this disparate bunch of influences to create something with undeniable impact. And that’s exactly what its creators intended. Note also the absence of a rear window, a bold move already in production on the Polestar 4. Rear-view cameras are hidden in the brass ‘ingots’ on the body sides, embellished with the leaper ‘maker’s mark.’ This is high-tech via the artisanal.
The Type 00 name, by the way, suggests that the company isn’t completely jettisoning its past, contrary to some of the bleating on social media. The E-Type is and will forever be one of the all-time greats, casting such an inescapable shadow that Jaguar would be truly daft to try to ignore it. But the point is, it came pretty much out of nowhere back in 1961 and blew everyone’s minds. Jaguar is hoping for a similar shock-and-awe moment here, and we’re on board with that. And the zeroes? Well, this is car zero in the new design timeline. It’s fully-electric, so it’s zero emissions at the (nonexistent) tailpipe.
If you think the exterior is punchy, wait until you see what lies behind those concept car-only butterfly doors. Brass, travertine stone, and textiles provide the main touchpoints inside. The stone element acts as a plinth that supports the seats and a central spine. There’s a wool blend on the seats and across the sound bar. The instrument and infotainment screens slide seamlessly in and out of view. The Type 00 has all the connectivity you’d expect from a car this far into the 21st century, but it also leans into the trendy idea of a digital detox.
This is an idea explored in more depth by the Prism case, which is where the Type 00 goes properly sci-fi. It’s a mysterious tray that sits in a special section on the body side, containing three ‘totems’ made of natural materials: brass, travertine, and alabaster. Place one of those inside the dedicated space in the center console, and the occupant can tailor the mood of the interior along different lines—ambient lighting, sound, aroma, and screen graphics.
It’s a new concept in personalization, says Jaguar, and a significant step up from having gloss black instead of walnut veneer in your XJ. Hidden storage areas open to reveal splashes of color. Given the absence of a rear window, a Clearsight display replaces the rearview mirror. There’s no ashtray.
Interior and flamboyant doors aside, Jaguar insists that the Type 00 is close to the real car that’s due to appear in a year or so. The same design team has worked on both. Images of a camouflaged test car have been circulating, confirming that those eye-popping proportions remain intact. The production car will be a £120,000+ (more than P8.9 million before any taxes) four-seat GT, most likely with rear-hinged doors à la Rolls-Royce or Ferrari Purosangue (and indeed, the 2003 long-lost but rather lovely Jaguar R-D6 concept). The new JEA platform underpins the all-electric Jaguar family, focusing on traditional ride, handling, and comfort virtues. We’re promised a range of up to 770km WLTP range and, just as important, 320km of range with a 15-minute rapid charge. Lord knows how big or heavy the battery pack will be, but the technical details are for another day.
Here and now, Jaguar’s 800-strong team has spent the past four years working on an overarching, clean-sheet reset. “We want to balance pure emotion with rational thought,” says brand design director Richard Stevens. “We want people to feel more than they think. ‘Copy nothing’ is an idea Sir William Lyons laid down. Imagine coming to work every day with that in your head.”
As well as completely rethinking the design and brand image, Jaguar is “reframing the customer relationship.” There will be a new digital ecosystem. Forget the traditional car showroom and dealer; think Hermes, Dior, or Louis Vuitton. The first curated brand store is due to open in Paris, in the heart of the 8th arrondissement’s fashion district. No doubt minuscule canapés will be available, wafted aloft by willowy, androgynous supermodels. Lukewarm coffee in plastic cups, begone.
Similarly, Jaguar revealed the car in Miami, at the start of the city’s high-profile art week, because it wants to connect with the diverse, younger, and more creative audience that gathers there. Never mind that the free-thinkers who move in those circles don’t generally appreciate being so vigorously marketed to. Nevertheless, if you’ve ever uttered the phrase ‘go woke, go broke,’ then this Jaguar is not for you (a reminder: David Bowie wore a dress on an album cover in 1971). The company insists it’s not abandoning its current customers or dealers, but clearly, a fundamental realignment is afoot.
Says McGovern of the car and the whole concept: “It will make you feel uncomfortable. That’s fine. We have to continue to evolve it, and there will be continuous curation. Because the world is not standing still.”
More photos of the Jaguar Type 00:
NOTE: This article first appeared on TopGear.com. Minor edits have been made.
