Jaguar Unveils Type 00 Concept to Celebrate 90 Years of Innovation

Jaguar has brought its extravagant Type 00 concept back into the spotlight, marking a significant moment in the brand’s history. The striking vehicle made a public appearance in front of a luxury hotel in London to celebrate the 90th anniversary of the first car to bear the Jaguar name, the 1935 SS Jaguar. This re-emergence comes shortly after reports surfaced regarding the dismissal of the company’s design chief, Gerry McGovern.

The Type 00, which is aimed at the higher-luxury segment, stands out with its vibrant London Red matte finish. Its appearance drew attention amid an array of luxury vehicles, including a Rolls-Royce Cullinan and a Bugatti Chiron, showcasing its eye-catching design. Despite its polarizing aesthetics, Jaguar’s concept car successfully captured the interest of onlookers at the Chancery Rosewood hotel.

While it is uncommon for a year-old concept to make such a public return, the Type 00’s reintroduction has sparked discussions about the brand’s future direction. With its official debut expected to take place in the coming months, the production model will reportedly feature a flatter roofline and rear doors, transitioning closer to a sedan design. This change aligns with Jaguar’s objective of moving away from traditional combustion engines, as the Type 00 will be fully electric.

Jaguar’s marketing strategy has certainly stirred conversation, particularly given that Rawdon Glover, the company’s managing director, acknowledged that only 15 percent of future buyers will be returning customers. The remaining 85 percent will be new to the brand, highlighting a strategic pivot to attract a different clientele. The starting price for the Type 00 is set at approximately $130,000, comparable to the Porsche Taycan 4S, reflecting the brand’s shift to a more premium market.

Originally, Jaguar planned to unveil the production-ready Type 00 by the end of 2023, but this has been pushed back to 2026. Nonetheless, deliveries are still anticipated to commence before the end of next year. Glover emphasized that the Type 00 is designed to evoke strong emotional reactions, stating that they have created “a car that has drama.”

As Jaguar transitions into this new era, it has discontinued all previous models except the F-Pace, which itself is set to be retired by 2026. This move signifies the end of combustion engines for the company, as the Type 00 will serve as the flagship model. Additional electric models are planned, including an SUV, reinforcing Jaguar’s commitment to an all-electric future.

In summary, the reappearance of the Type 00 not only celebrates a significant milestone for Jaguar but also signifies the brand’s ambitious shift toward higher luxury and fully electric vehicles. As the automotive landscape evolves, all eyes will be on Jaguar to see how well it can adapt and attract new customers in this competitive market.