Jaguar needed to make a radical change following its disastrous sales performance in 2023, when it sold only 62,521 cars. The company realized that only Land Rover, its other brand, had successfully positioned itself as a key competitor in the luxury SUV segment. It became clear that a break from the ineffective strategies was necessary.
Jaguar took the first step by recently unveiling its new brand image. The promotional images featured pinkish tones and a rock-strewn landscape without referencing any specific car. In addition, the carmaker released an even more intriguing video campaign under the slogan “Copy Nothing” that hinted at the company’s new direction.
The Jaguar Type 00 represents the future.
A big sedan. The image below shows the Jaguar Type 00, which significantly departs from the company’s traditional rounded lines and introduces several striking features. With a flattened and elongated appearance reminiscent of Tesla’s Cybertruck, the vehicle embraces a monolithic silhouette. The first promotional images featuring several stones already hinted at this bold design.
A rock-strewn landscape used to promote the new Jaguar car.
The car’s front and sides have a vertical drop with a smooth finish, interrupted only by the headlights and air intakes. At the rear, there’s an imposing grille and the notable absence of a rear window. The visual weight is concentrated at the back, and it appears that there’s only one long side door.
A non-production vehicle. Jaguar has been quick to clarify that the Type 00 isn’t its new car. Rather, it serves as an intriguing glimpse into the company’s future intentions. Jaguar has described it as “bold, colorful, and unexpected.”
The Type 00 design embraces a brutalist approach. It moves away from the rounded shapes of previous generations and resembles something straight out of a sci-fi movie. Jaguar also claims that the London Blue color is a tribute to the Silver Blue of the iconic E-type from the 1960s.
Is it really a radical design? Beyond its flat finishes, the Type 00 isn’t drastically different from Jaguar’s past designs. In fact, the long-nosed sedan also resembles the E-type in its rear weight distribution.
A Jaguar E-type from the 1960s.
Interiors. There isn’t much to report on the interior department due to the minimalism of the space itself. In the presentation video, the cabin is notably open, featuring a clear separation between the driver and passenger. Intriguingly, there are no windows or mirrors, and there aren’t even screens to display the videos captured by the cameras in the car.
These appear to be the side-view mirrors, which consist of a screen that folds out when the car is started.
Jaguar clearly needed to redefine its brand image to appeal to new audiences and adapt to the modern market. This is particularly true in China, where traditional Western designs and interiors haven’t resonated well. Many cars from Asian manufacturers exhibit striking shapes and technologically advanced interiors.
Criticism. While the Jaguar Type 00 is a concept car not meant for production, it hints at a complete redesign the company is undertaking. Some criticisms have come quickly, with users on social media platforms questioning whether the brand is losing its identity and whether it’s self-sabotaging.
If Jaguar’s goal was to attract attention, it’s certainly succeeded. Now, we can only wait to see what the company plans to release next. Time will tell whether the monolithic design, which has proven successful for Land Rover, can also resonate with a classic brand like Jaguar.
Image | Jaguar
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