Jaguar unveils Type 00 concept after extreme rebrand

Jaguar has unveiled a new concept car and released details about its upcoming models following a controversial rebranding campaign.

Driving the news: Jaguar’s new all-electric concept model, called the Type 00, takes a minimalist approach and seems to be targeting the ultra-luxury crowd. Here are pictures that Jaguar released of the new vehicle during its debut at Miami Art Week 2024:

Looking ahead: Since the Type 00 is a concept vehicle, Jaguar’s actual releases will differ in shape and size, although the brand promises they will follow the same general design.

• All new Jaguar models will be fully electric, with the first, a four-door GT, slated to release in summer 2026.

• The automaker plans to unveil the vehicle sometime next year and is currently advertising a 478-mile driving range with a charging speed of 200 miles in 15 minutes.

• Two SUVs are also planned, but the company has yet to reveal a launch date.

Zooming in: Jaguar’s extreme rebrand puts it at odds with its relatively small client base of wealthy, traditionalist car owners.

• But this was an intentional move according to managing director Rawdon Glover, who said the company “needs to build a relationship with almost an entirely new client base” of younger buyers willing to “carve their own path.”

• The company’s sales have slipped drastically over the last few years, pushing the brand toward obscurity. Whatever the long-term effects of the rebrand, it has succeeded in gaining more traction for Jaguar than anything else the automaker has done in recent memory.

• And while the new concept car is unlike anything else on the road, it wouldn’t be the first model to challenge customer comfort zones and walk away unscathed. Tesla’s Cybertruck follows a similarly minimalist, non-traditional design, and it has become a top seller in the electric pickup segment.

Bottom line: Whatever Jaguar expected from the rebrand, it has succeeded in its goal of inserting itself back into the cultural zeitgeist. Whether it can remain there remains to be seen.

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