In the last four weeks, between the multimedia campaign, the new logo and the partial reveal of the Type 00, Jaguar has probably been in the news more often than in the last four years put together. The dramatic change of direction taken by the brand has divided opinion not just in the UK, but everywhere in the world where Jaguar has an iconic status, including Europe, the USA, and China.
Since the first Jaguar rolled off the production line in 1935, the idea was to make fast cars and push boundaries. And that is exactly what they did. The XK120 (1948) was the fastest road car of its time and the 1961 E-Type, one of the most beautiful ever designed. Jaguar also invented disc brakes and has won Le Mans seven times.
Like the animal from which it took its name, Jaguar is about speed, elegance and performance. The brand has fanatic devotees in all seven continents. Models like the XK120, XK140, XK150, and the E-Type have become icons in the collector world. For fans and collectors alike, Jaguar cars are more than just vehicles—they represent a blend of British craftsmanship, design, and high-performance engineering.
A total of 72,528 Jaguar E-Types were produced over a period of 14 years. This glamourous icon of the ‘60s was driven by stars like Frank Sinatra, Brigitte Bardot, and Steve McQueen. Photo by Ben Wood, © International Jaguar XK Club.
The problem is that, despite all that passion and love, the new Jags were not selling enough. In 2018-2019, 180,000 cars were sold. In 2023-2024, that number had dropped to under 67,000. Getting record-high prices in the classic car market wasn’t going to keep the lights on at the factory.
Drastic measures were needed if the company was to survive. In an unprecedented move, the company stopped selling new cars in the UK an announced an all-electric relaunch in 2026.
The new Jaguar logos have been received with a mixed reaction, with many car fans and critics expressing anger, confusion, and scepticism.
A month ago, under the new creative philosophy, “Exuberant Modernism”, they revealed a teaser campaign that has divided opinion from San Diego to Kamchatka. The global outcry was so dramatic that one would have thought they were drowning puppies.
Everyone suddenly became an expert in automotive and in marketing, and social media was inundated with posts and videos from opinionated detractors, including experienced designers and marketeers. However, some praised the bravery of the company and thought the explosive campaign to be a masterclass in marketing.
Video here:
So yes, the logo is very different and yes, the campaign is very loud and colourful but, correct me if I am wrong, marketing is about provoking reactions, get media exposure and get people talking about your product even before you can show it to them. From that point of view, mission accomplished.
On the other hand, TATA know a thing or two about business, and if there is anything Gerry McGovern can do, that’s designing cars. So maybe, they deserve a vote of confidence?
Regarding the car itself, the Type 00, nobody has really seen it. All we have at the moment are a couple of renderings. The car seems to be quite exuberant in terms of proportions, with a long bonnet, sweeping roofline, fastback profile and 23-inch alloy wheels. We could also see that the car has a panoramic roof that stretches all the way to the back and seemed to be “glazed” in the same colour than the body of the car , glassless tailgate and the flush surfaces all around. In the renderings that we have seen, the interior appears to be ultra minimalistic with hidden infotainment displays.
Front and back of the new Jaguar Type 00, to be fully revealed in summer 2025.
At the presentation in Miami on 2nd December, they announced two colours: Miami Pink (homage to the Art Deco style in historic Miami) and London Blue (in honour of the British Heritage of the brand). The all-electric grand tourer will have a range around the 450miles mark and recharge enough juice for 200 miles in just 15 minutes. At £100,000 as starting price, Jaguar is clearly placing the Type 00 in the luxury segment. I’ve also heard that the company plans to offer a concierge service to collect vehicles for maintenance or repairs anywhere in the world.
I, for one, can’t wait for the proper reveal next summer.
More about the Jaguar Type 00, HERE.
Author: Julia Pasarón
Other luxury cars you may like: Range Rover SV Budford Edition, Aston Martin DB12 Volante, and Rolls-Royce Cullinan II.
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