by Mike Gulett –
Jaguar shared their new concept car, the Type 00 (pronounced “Zero Zero”), at Art Basel in Miami recently. Not a car show but an art show. Interesting – it is an indication of their thinking. Jaguars are now art, not merely transportation or even just a sports car, but art. Their new slogan, “copy nothing”, is what you would expect to hear from an artist.
The new Jaguar driver may not be the man taking the dogs out for a run or driving his girlfriend for a sporting sprint in the country. The new, future Jaguar owner is more refined with a sense of art and culture. His decision to buy the new Jaguar will be weighed against acquiring a Bentley or Rolls-Royce and maybe an Aston Martin but not a Porsche or BMW.
The Type 00 is all electric and is reported to have 1,000 hp and will drive 430 miles between charges. The styling is interesting and may attract a client base while repelling others. Yet, “copy nothing” is not possible for Jaguar or any car company.
At least now they are showing us a new car instead of just people walking around in bright outfits as in the first video advertisement they released.
Jaguar has a steep hill to climb, essentially, since they are a start up electric car company, although one with an important heritage. But will buyers of cars as art care about that heritage?
You decide.
Let us know what you think in the Comments.
Photos compliments of Jaguar.
This Jag rebrand gets sillier and sillier.
I had German coworkers who joked about James Bond’s code number. 00 being a symbol for “toilet” in Europe.
They might as well call it the model WC.
I dont know why people are going hard on new jaguar concept cars.
Looks like a DEI approved HOT WHEELS model for confused 9 year olds. Does it have a BUD LIGHT beer bar in the dash? We used to have Bodies by Ghia and many other great ones but this looks like it was designed by
Bodies by George Jetson.
What a shame Jaguar has become confused and if they are appealing to their perceived market then their best years are over!
Could rival the Cyber truck for the ugly award! They will lose their loyal customers.
They already have lost their loyal customers, the new product is way above the previous price range.
I never cared for the XJ restyle in 2004 and more so in 2009. The final XJ and other Jaguar sedans were not very inspiring. Now they’ve really blown it. The new design is something a third grader could have drawn on the back of a notebook in class, only better. I’m not sure what it is about electric car design. Most are strange looking, but this Jaguar design takes things to a new level of bizarre. Maybe Jaguar is hoping to have their “O O” in the next sequel to future “Blade Runner” move.
Jaguar………. The Bud Light of cars.
Go Woke, Go Broke
Oh Oh!!!!!! Is more like it.
My understanding is that, while everyone is complaining about the remake of the brand that trashes its heritage/”brand equity”, no one was buying their cars were not selling. So, they decided to completely re-boot – and I mean that in the 21st century computer parlance, not the 20th century English car parlance (boot being the trunk…) Frankly, this isn’t too dissimilar from Porsche when there was internal discussion about ceasing production of the 911. Instead, cooler head prevailed and they continued to evolve the 911 as their “halo car” and supplemented it with cars that at the time were considered heresy – the Cayenne and the Panamera. The bottom line, though, was that the Cayenne and Panamera saved Porsche because they were cars that people drove daily, meaning that they accumulated miles on them and then replaced them with another one – whereas the 911 was no longer a daily driver. What this is telling me is that there was no “halo” Jaguar that provided credibility/brand equity for the other Jaguar offerings. I would focus on designing a modern XKE “Halo Car” that is still recognizable as an evolved 21st century XKE – and then designing/building daily drivers (SUVs) that share some DNA or styling cues of the new XKE….
Sorry for the poor editing. In the first sentence, I meant to say: “My understanding is that, while everyone is complaining about the the remake of the brand trashes its heritage/”brand equity”, their cars were not selling.”
It is clear to me that this car will appeal to three types, those who like to keep up with the latest style (Silicon Valley Tesla owners come to mind), the young wealth crowd who like to stand out (often in a Lambo/Bugatti/McLaren), and those in a segment of the entertainment industry (rappers and pro ball players in particular and largely dependent on leg room). We’ll probably see most of them in black on black/silver on black, but also in flashy wraps like copper over black. And now we sit back and watch…