Jaguar has revealed its Type 00 concept in Miami, marking a pivotal moment in its 90-year history. The luxury carmaker, committed to an all-electric lineup by 2025, describes this project as “unexpected and dramatic.” Type 00 isn’t a production car but a vision of Jaguar’s future—a symbol of its shift from petrol to electric power and its entry into a new creative philosophy called Exuberant Modernism.
According to the new Jaguar team, the Type 00 concept draws inspiration from Jaguar’s legacy, with the “Type” prefix referencing its heritage. The twin zeros represent zero emissions and the beginning of a new lineage. Its design, featuring a long bonnet, sweeping roofline, and striking boat tail, signals a break from conventional EV aesthetics. Jaguar envisions its vehicles as more than just cars, aiming for them to be “sensory experiences” and art forms, echoing founder Sir William Lyons’ philosophy to “Copy Nothing.”
Having said this, the new brand overhaul has caused a stir, with many motorheads saying that it is far from what Jaguar is meant to represent. Many critics say that they would have preferred a more understated design and that this new approach will be Bud Light 2.0.
For those who don’t know, in 2023 Bud Light tried to attract younger audiences by paying Dylan Mulvaney, a transgender social media personality, to promote the beer brand. In response, some Bud-Light fans stated the affiliation was politicising the beer, with some going as far as boycotting the brand. This led to: Bud Light’s sales falling between 11 and 26%, AB InBev’s stock price falling 20% – enough for it to be classified as a bear stock by Forbes – and Bud Light losing its status as the top-selling beer in the United States—a spot it had held for 20 years.
Only time will tell whether this is going to breathe life into the brand or cause it to plummet.
