Jaguar unveils Type 00 concept car, first part of controversial rebrand

Renowned British car manufacturer Jaguar unveiled its new vehicle design direction on Monday night with the introduction of an all-electric concept car called the Type 00.

This vehicle, named “Type Zero Zero,” is characterized by its minimalistic yet somehow flashy design. Boxy with sleek lights and large wheels, it’s a clear visual change from the brand’s current sporty cars and SUVs.

Automakers routinely use concept cars to gauge customer interest in design and to signal the future direction of vehicles and brands. Vehicle is not intended for sale to consumers.

Jaguar is expected to produce several new electric cars over the next few years, including a four-door GT car similar to the concept car due to be unveiled next year.

Jaguar plans for its new production EV to have a range of up to 430 miles on a single charge, with a fast charge of up to 200 miles in 15 minutes.

The new concept car comes weeks after Jaguar released an artistically flashy video aimed at debuting the company’s “Copy Nothing” rebranding.

The video featured androgynous models of various ethnicities and body types posing in brightly colored landscapes and wearing bright clothing. The 30-second clip featured the struggling car company’s new logo and font. tata motorsJaguar Land Rover, a group owned by

The rebranding and video went viral online and drew widespread criticism on social media last month. Criticism ranged from comments criticizing the company’s font choices and its decision to remove Jaguar’s animal logo, which has been used on cars since the 1950s, to calling the company “woke” and saying it was abandoning tradition. The comments ranged widely.

Critics also noted that no car appeared in the ad’s video. The company defended its efforts despite the backlash, saying: “The relaunch of the Jaguar brand is a bold and imaginative reinvention that has predictably attracted attention and discussion.”

The advertising campaign comes after Jaguar halted all new car sales in the UK in early November as it prepares to restart as an electric-only company in 2026. It’s part of a broader industry shift that is posing many challenges for manufacturers.

In recent years, several automakers have announced plans to sell EVs exclusively, but many have withdrawn because adoption has been slower than expected.

“We need to re-establish the brand and do things differently at a completely different price point,” Jaguar managing director Rawdon Glover said in an interview with the Financial Times last month. “I wanted to break away from the stereotypes.”

Glover also condemned the “vile level of hatred and intolerance” expressed by some people who commented on the marketing video, denying that he was “woke.”

— CNBC jenny reed contributed to this report.