Jaguar Unveils 'Type 00' Concept Car Amid Controversial 'Woke' Rebrand
Jaguar unveiled its new electric concept car, the Type 00, at Miami Art Week on Monday night following a controversial rebrand critics branded as “woke”. Traditionalist fans of Jaguar cars were left shocked last month when the carmaker announced a dramatic rebrand with a video featuring a diverse group of fashion models - but no cars. Now the new car, the Type 00, has arrived,marking a dramatic step in its transition to becoming an electric-only brand by 2026. The car's unveiling in Miami highlighted two striking colour options: "Miami Pink," inspired by the city's Art Deco architecture, and "London Blue," a nod to Jaguar's British roots. Motoring and design experts are divided on the daring rebrand, with some commending Jaguar's reinvention, but sceptics less taken. The Type 00 concept hints at Jaguar's upcoming production models, expected to start at over £100,000 and offering ranges of up to 478 miles on a single charge. The first of the new generation, a four-door electric GT, is set to be unveiled in 2025 and built in the UK, using the bespoke Jaguar Electric Architecture (JEA). There is no doubt the launch of Type 00 is a gamble given its departure from the existing associations of the Jaguar brand - like its most famous fictional fan, Inspector Morse.
