Through all the hatred, shock, and dismay that people felt after Jaguar released their bonkers rebrand ad a few weeks back, we felt a little bit of pride.
Pride not because we own a Jaguar, but pride at the way the ad stirred up so much controversy, and basically, succeeded.
If any publicity is good publicity, Jaguar’s team knocked it out of the park with their total reset of the brand and future of the British automaker.
The one thing the 60 second ad didn’t show was any cars at all.
That’s now changed, thanks to an unveiling at Miami’s Art Week.
The Type 00 is Jaguar’s new super saloon, a low-slung and impossibly long coupe that offers an entirely different take on what a high-end futuristic car can be.
Looking entirely like renderings, the vehicles shown on stage were indeed real, but their lines, colors, and simplicity make them appear as if they’re still fully digital.
The cars have a wide, low stance that makes them appear fast while standing still, and are devoid of door handles or even mirrors, adding to their sleek appearance.
A bold, upright front and rear detail shows the brand’s ‘strikethrough’ design aesthetic, which they say reinforces their “Copy Nothing” slogan.
Inside, the cars feature a bespoke look and feel that hides away the technology until needed, including two massive front screens, which deploy at will.
Unique material choices, like travertine (stone), brass, and wool are unusual, but should be expected in a concept this upscale and contemporary.
In terms of power, the all-electric Type 00 is expected to have over 1,000 horsepower, and yet achieve a range of over 430 miles, making it a compelling promise for a futuristic, superpower EV.
We can expect more details on pricing (expect well over $100,000) and release dates in the coming months.
And whether you hated the Jaguar rebrand or not, it sure ain’t boring.
Electric Future 