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1 JAGUAR TYPE 00
£TBC, jaguar.co.uk
This is not your Grandad’s Jag. That’s the message, loud and clear, from a company that’s basically canned the entirety of its range beyond the F-Pace and reportedly not made a profit for several years. Jaguar’s intention to go all-electric has been long known. What wasn’t known was the apparent u-turn the company would take on both its marketing and styling, reshaping its marque into something ultra-hip and, frankly, divisive. Social media hasn’t been overly kind.
But then the Jaguar of old wasn’t for everyone, was it? And just as parent company Jaguar Land Rover panel-beat the Range Rover into a minimalist luxury leader, the Type 00 – the first zero representing the reset, the second the emissions – proves that tomorrow’s Jaguars will target the right audience through a strategy of relentless modernism.
Professor Gerry McGovern OBE, JLR’s creative director, spoke to T3 at the Type 00 launch event about its deliberately uncomfortable design. “How was the E-type first perceived? Like it had appeared from another universe. It was truly a copy of nothing, it was exuberant. Many Jaguars were objects of desire.” That’s the direction: a company ready to return to its ultra-prestige roots while looking firmly to the future, beaming its vehicles down from another planet to make people think – and look.
And while many clearly can’t stand what Jaguar is doing, its focus is on the small number that will invest in something this special. “Nobody needs a new Jaguar,” JLR MD Rawdon Glover told us. “You’ll either want one or you won’t.”
T3 SAYS...
“Jaguar delivers the riskiest, most eyecatching design ever”