New Car Version

Following an advertisement that elicited derision, snarky videos, and lots of commentary, Jaguar Land Rover unveiled its Jaguar Type 00 (or Type Zero Zero) concept Monday in Miami, heralding a momentous start to Miami Art Week.

“This is a really important step for us is we need to move beyond being a heritage brand to a brand with heritage," said Rawdon Glover, Managing Director, Jaguar to journalists during a media briefing on Monday. “Our job as the custodians of the brand is to make sure that Jaguar has relevance, desirability, and sustainability for the next 90 years of its history.”

Jaguar chose the name of its new concept car not only as an homage to the 1961 Jaguar E-Type but also to acknowledge the Jaguar brand’s total reset, relaunching as a zero-emission vehicle.

“In terms of in terms of what's happening in the industry and all the changes are coming, we believe that now for Jaguar is the time for a really bold step in terms of what we need to do next," said Glover.

The concept comes as Jaguar has axed nearly every model in its line-up, including the F-Type sports car, XE and XF sedans, XF wagon, E-Pace SUV, and the I-Pace EV. Only the F-Pace remains in production ahead of the introduction of a battery-electric four-door Jaguar GT in late 2025.

The Type 00's captivating looks are unlike anything Jaguar has done before

In an effort to “Copy Nothing,” the concept retains the basic parameters that have always defined Jaguars, namely a long hood, graceful roofline sweeping rearward with a fastback rear, and a proper stance thanks to its large 23-inch alloy wheels. Interestingly, the concept uses glass on its roof, but not on the rear tailgate.

It also wears a distinctive new face. With lighting placed in the corners to emphasize its width, it’s clearly upright and boasts Jaguar’s new fashion-forward logo at its center using a custom typeface named Jaguar Exuberance. Air intakes remain hidden unless needed, at which point they open to let the car breathe.

On the side of the car, a hand-finished brass ingot is etched with the Jaguar leaping cat silhouette. The ingots cover the rear-facing cameras, a necessity given its lack of a rear window. And, of course, it’s fitted with butterfly doors, because any concept car worth its salt has them, even if they’re far less convenient to use than traditionally-hinged doors.

The opening door on the front fender dubbed a "Prism Case" houses a "totem". Each totem is made of either brass, travertine, or alabaster and owners can reportedly place it inside the center console to change the cabin lighting and graphics on the dashboard's digital displays. Each totem also plays a unique sound and releases scents inside the cabin.

The concepts are finished in Miami Pink and London Blue, the colors were chosen to represent the brand’s heritage as well as acknowledge where its global relaunch was held.

Throughout the car, both inside and out, Jaguar uses parallel lines as design elements. The company refers to them as the "strikethrough", and their presence across the car is one of the concept’s key design signatures. Aside from the leaper engraved on an ingot on each side of the car, there aren’t any heritage design cues. None.

A new design direction meant to elevate Jaguar

Jaguar has dubbed the new look “Exuberant Modernism.”

"It has an unmistakable presence," said Gerry McGovern OBE, Chief Creative Officer for Jaguar Land Rover. "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."

The concept is built using the brand’s new Jaguar Electrical Architecture. This allowed the company to engineer and design the Type 00 from scratch, without constricting design with the onus of carrying over components from existing models. The company’s stated aim is to make vehicles that are unmistakably Jaguars, ones that stand out for their stunning design in a sea of SUV and sedan monotony – something the brand hasn’t always adhered to with recent products.

Notably, the automaker didn’t reveal any of the Type 00’s specifications, except that engineers expect the car to have 430 miles of range on a single charge while gaining 200 miles of range in 15 minutes using a DC Fast Charger. 

The inside story

Inside, a 10.5-foot, hand-finished brass spine divides the instrument panel, which is accented by two additional brass lines that mirror the ones used on the exterior’s brass ingots as well as on the vehicle’s rear elevation. Travertine stone slabs support the central spine and floating seats, which are covered in a wool blend. That same wool blend is also used for the sound bar and flooring.

“(The) Type 00 embraces authentic, unexpected materials and captivating color,” said Mary Crisp, Jaguar's Chief Materiality Designer. “We have three key materials – brass, travertine stone, and textiles – and the way we use these materials represents bold pieces of art and creates a unique atmosphere.”

Jaguar says the plethora of displays are hidden in the dashboard and can glide out at the push of a button. When the screens are put away, a thin display across the base of the windshield shows key information.

View the 9 images of this gallery on the original article

Copy nothing? Not exactly

Executives also insist that they are following company founder, Sir William Lyons, who believed that Jaguar should be a ‘copy of nothing.’

Be that as it may, the company is copying battery electric manufacturers in opening brand-exclusive Jaguar brand stores. The first is expected to open in Paris' Golden Triangle. Located in the 8th arrondissement, it is the epicenter of haute couture, grand hotels, and Michelin-starred restaurants. Clearly, it’s an effort to push the brand into the upper echelons of luxury retailers. This gives some indication of the new model’s price tag when the production car is revealed later next year before going on sale in 2026.

Final thoughts

Jaguar’s provocative new ad had everyone talking, something the Type 00 will continue as the automaker seeks to be on more luxury car buyer’s consideration list.

But its relaunch as an EV brand comes as EV sales hit a historic high of 570,000 units in the first half of 2024, roughly a 6% increase over the same time period last year. Worldwide, sales were up 22% during the same period. So, Jaguar is entering the EV market at an opportune time while re-embracing the qualities that have long drawn buyers to the brand. For Jaguar, this means modern exuberant design, bold use of color, and a fresh aesthetic unlike anything else.

Much like Maserati, Jaguar is stepping away from volume luxury production, while repositioning higher in the market. This could mean fewer models, just as it did prior to 1999.

“I have no doubt it will shock, it will surprise and it will polarize,” said Gerry McGovern OBE, Chief Creative Officer for Jaguar Land Rover. “But what it does is speak volumes for our desire to return the Jaguar brand to the values that once made it so loved.”

President-elect Donald Trump’s plan to impose a 25% tariff on imports from Canada and Mexico has sent shockwaves through the auto industry. Automotive manufacturing facilities across the United States depend heavily on cross-border manufacturing and parts. If implemented, the tariff could turn into a financial crisis for automakers and parts suppliers alike.

Patrick Anderson, CEO of Michigan consulting firm Anderson Economic Group, underscored the risk: “There is probably not a single assembly plant in Michigan, Ohio, Illinois, and Texas that would not immediately be affected by a 25% tariff.”

Popular vehicles like the Ram pickup, Chrysler Pacifica, Chevrolet Silverado, and Ford Maverick—produced in Mexico or Canada—would see their prices skyrocket. Such increases could dent sales, lead to layoffs, and contribute to inflation, affecting more than just the auto sector.

Related: Newsom’s EV rebate would counter Trump cuts, Tesla likely excluded

An already struggling industry

The proposed tariffs come at a precarious time for the industry. Automakers are grappling with sagging consumer demand, an EV transition, and rising competition from Chinese brands like BYD.

For example, Stellantis, which owns Jeep and other brands, reported a 27% sales drop in the third quarter of 2024 compared to the previous year. Even traditionally profitable luxury brands like BMW and Mercedes-Benz, which also produce some of their vehicles in Mexico, are reporting slimmer margins.

Related: GM lays off 1,000 workers, even as it nears record profits

Layoffs are also mounting. Nissan recently announced plans to cut 9,000 jobs globally, with factories in Mexico and the U.S. feeling the strain. Volkswagen, which produces vehicles in Mexico and Tennessee, is reportedly considering closing some European factories due to falling demand.

Ripple effects on supply chains

The integration of the U.S. auto industry with Canada and Mexico is the foundation of its operations. Mexican and Canadian factories source parts from American suppliers, and those parts flow back and forth across borders seamlessly.

Even brief disruptions can cause major headaches. In 2022, protests blocking the Windsor-Detroit bridge forced automakers like Toyota, Ford, and Stellantis to halt U.S. assembly lines due to parts shortages.

“Southern Ontario is closer to Detroit auto plants than the supply plants in Indiana, Ohio and Kansas are,” said Erik Gordon, a professor at the University of Michigan. A tariff could disrupt this delicate supply chain, akin to New York City imposing a tax on food and fuel imported from New Jersey, he noted.

Economic and geopolitical concerns

Trump has justified the tariff proposal as a measure to address illegal immigration and drug trafficking from Mexico and spur investment in domestic manufacturing. However, experts warn that such tariffs could backfire economically and politically.

Job losses in Mexico’s auto sector—where over one million people work—could trigger economic instability and even increase migration to the U.S. Analysts also warn that these policies could push Mexico closer to China. Chinese automakers like BYD and Geely are already building a presence in Mexico, and a prolonged tariff standoff could accelerate this trend.

“As the economy goes, there goes prosperity,” said Anna Nagurney, a professor specializing in supply chains. “It can have spillover effects.”

Related: Volkswagen’s U.S. CEO steps down amid turbulence

Industry in flux amid uncertainty

The auto industry is already navigating significant disruption. Legacy automakers like General Motors and Ford have poured billions into EV production and battery manufacturing, buoyed by Biden-era subsidies. Trump’s promise to eliminate these subsidies would further complicate their transformation efforts.

“The auto industry is in the process of a transformation that is the biggest tech upgrade in history,” said Dimitry Anastakis, a University of Toronto history professor. “They are looking for as much stability as possible as they navigate this disruptive landscape. To throw a spanner in the works is not helpful.”

Related: Massive strikes threaten Volkswagen amid tensions over layoffs and pay cuts

Wall Street and automakers react negatively to the news

The financial markets are already reflecting jitters over Trump’s tariff threat. General Motors’ stock dropped 9% after the news, while Stellantis fell 6% and Ford slipped nearly 3%.

Ford signaled that its stock price was less affected by the news due to its manufacturing concentration in the U.S. “Ford is the most committed to building in America among the major automakers.” Meanwhile, BMW emphasized the importance of free trade for global growth and employment, though it refrained from commenting directly on the tariff threat.

There is still hope for a negotiated solution

Some experts speculate that the tariff proposal might be more of a bargaining tactic than a firm policy. By raising the stakes, Trump could push Canada and Mexico to offer concessions even before negotiations formally begin.

“People in China and Canada are thinking about concessions they could make before there is even anything on the table,” said Richard Baldwin, an economics professor at the International Institute for Management Development in Switzerland.

However, with automakers already stretched thin, the mere threat of tariffs adds another layer of uncertainty to an industry undergoing historic change. Whether Trump’s strategy pays off or deepens the auto sector’s woes remains to be seen.

Related: Rivian secures $6.6B federal loan for GA factory

Final thoughts

Trump’s tariff proposal represents a gamble for the auto industry. While it could bring jobs to U.S. soil, the immediate fallout—higher car prices, job losses, and supply chain chaos—may outweigh the long-term benefits. As the industry braces for impact, automakers must prepare for a world where cross-border collaboration is no longer guaranteed.