Jaguar Is in Its Transformation Era
Following the debut of its bold new visual identity last month, if there’s one brand everyone is talking about right now, it’s Jaguar. The storied British carmaker has entered a transformative new era; an era that’s dynamic, provocative, bold, and electric. An era that marks a significant shift, not only for Jaguar but for the landscape of the modern luxury auto industry as we currently know it.
Jaguar’s vision for the future is encapsulated in the Type 00. Far more than a concept car, the Type 00 represents the brand’s new creative philosophy through a design that blends exuberant modernism, artistry and innovation. Unmatched in its heritage, Jaguar is recapturing the same sense of awe that surrounded iconic models like the E-type; and guided by its the singular vision of its founder, Sir William Lyons, who believed that Jaguar should be a ‘copy of nothing’ and that its cars should be considered as artforms. The result is a deeply immersive and aspirational luxury experience. Before it’s unveiled IRL during Highsnobiety’s Not In Miami showcase at Art Basel, we’re here to give you an exclusive first look.
The silhouette features a striking balance of proportions; this is a vehicle for drivers who are independently minded and have an appreciation for art and design in all its forms. Firstly, the shape is defined by a sense of motion. The short front overhang, large fenders, flush surfaces and glassless rear tailgate all work together to evoke a feeling of dynamism even when at rest.
Looking at the design vision head-on, you’ll see that Type 00 introduces a completely redefined and fearless new face for Jaguar. Eschewing the traditional grille—a nod to the new era of electrification but unique and different to the norm. Contrary to electric vehicle convention the design instead embraces clean minimalism—featuring a long hood, sweeping fastback roofline and 23-inch alloy wheels for a dramatic silhouette with sophisticated, modernist surfaces. The upright front volume, defined by a strikethrough pattern, delivers a strong, proud presence, and four distinct light elements at the corners emphasize the car's width and stance. At the center, the new Jaguar device mark anchors the design. Jaguar’s signature.
The side profile is inspired by heritage Jaguar silhouettes, including the Jaguar leaper—a precious mark of provenance laser-etched into a hand-finished brass ingot on each side. These ingots theatrically deploy to reveal rear-facing cameras that—like the charging ports and front air intakes that remain hidden until needed.
The rear continues the bold statement, where a glassless tailgate and body-harmonised glazed roof create a sense of sculpted solidity. The rear elevation is defined by distinctive horizontal Strikethrough graphics, which hide dramatic full-width taillights and emphasise the power and scale of Type 00.
Let’s take a look inside, shall we? Dramatic butterfly side doors reveal an interior space that is equally as head-turning. The cabin is defined by longitudinal proportions, with a central brass spine that runs the length of the interior and unifies the space. This symmetry creates a sense of architectural order, with twin dashboards mirrored front to back. There’s a real natural feel here, too, largely thanks to the travertine stone, which forms a central plinth, supporting the seat cushions and extending into the center console. Its cool, smooth texture adds a grounding element that synergizes with its dubbed ‘Miami Pink’ Rhodon Rose exterior—a color that reflects the iconic Art Deco surroundings of its reveal and which is inspired by aged brass. The luxurious wool-blend upholstery is courtesy of Kvadrat.
Perhaps the most distinctive aspect of Type 00, however, is its "Prism and Totem" concept, which transcends the traditional boundaries of automotive design. The Prism is a case designed around a brass structure that houses Totems —small crafted pieces that represent distinct sensory experiences. Each totem activates a unique atmosphere when placed in the car’s center console. Whether through soundscapes inspired by brass or alabaster, subtle lighting effects, or bespoke scents, these Totems allow for an immersive and deeply personal connection with the vehicle. This ritualistic, almost meditative interaction underscores Jaguar’s vision of luxury as an experience of slowing down and appreciating the simple pleasures of life.
Discover Type 00 at Not in Miami, Highsnobiety's multi-media festival of culture running alongside Art Basel Miami. You can also explore Jaguar's Copy Nothing exhibition with works from featured artists Campbell Addy, Ibby Njoya, Yagamoto and Patience Harding.
