‘Jaguar’s Motto has always been: ‘Don’t Dream It. Drive it.’ Could the Dream become a Nightmare?’
In early December 2024, Jaguar unveiled the Type 00 at Miami Art Week as part of its bold rebranding to target the EV market and Generation Z.
However, Images of the car surfaced online before the official reveal, sparking early debate.
In an effort to objectively consider both pros and cons:
Many consider innovative styling, including a long bonnet, fastback profile, and glassless rear tailgate, a positive development.
Also, the Panoramic roof integrates seamlessly into the sculptural body design.
The positive reference to heritage with ‘Type’ nomenclature, associating iconic models like the E-Type.
As to the negative, the Miami Pink paint option has earned the car the nickname ‘Pink Batmobile,’ with critics calling it ‘cheap.’
The controversial lack of a rear window, replaced by cameras, drew backlash from traditionalists.
A positive, the advertising campaign included androgynous models and bold aesthetics, signalling a fresh, inclusive direction for Jaguar.
The announcement is viewed as the first step in Jaguar’s all-electric future.
A negative: the ad’ featured no cars, alienating some fans.
Jaguar’s heritage-focused audience viewed the marketing as abandoning tradition.
The good news is that the Type 00 promises impressive range (478 miles) and rapid charging (200 miles in 15 minutes).
The production models are expected to compete with luxury EVs at £100,000+.
The not-so-good news and the sparse technical details leave potential buyers in the dark about performance.
‘It’s less of a car and more of a mid-life crisis with leather seats.’
The Type 00 is divisive, with mixed reactions to its radical design and marketing.
While it pushes boundaries, Jaguar risks losing traditionalists as it courts younger buyers.
‘TikTokker Fionnuala compared the car to Muck, a red digger from the kid’s show ‘Bob the Builder.’
