Jaguar stuns with Type 00 EV concept and bold brand reboot at Miami Art Week

Allegedly, Phineas T. Barnum of three-ring circus fame coined the phrase “any press is good press.” If that’s true, Jaguar’s recent launch of its new brand makeover, featuring a cast of bizarrely attired models with no vehicle in sight, is a smash hit in today’s crowded media landscape. And that visually arresting 30-second commercial was followed with the unveiling of Jaguar’s Type 00 concept vehicle at Miami Art Week on December 3. Both events brought breathtaking responses from pundits far and wide on social media, not a lot of it in adulation. 

This was hardly the first time Jaguar had rocked the automotive universe. In 1948, Jaguar founder and chairman William Lyons and chief engineer William Heynes stunned the London Motor Show audience when they unveiled the XK120 roadster. The sportscar’s voluptuous body was designed by Lyons to showcase Heynes’ new XK engine, and the evolving company had no plans for ramping up production. But the show crowd’s zeal for the new car changed that strategy. A passionate outpouring occurred again in 1961 when the XK numbered series sportscars were followed by the new E-Type.

In Miami, Jaguar executives seemed sure that they were party to something significant. CEO Adrian Mardell enthused, “The magic of Jaguar is close to my heart — an original British luxury brand unmatched in its heritage, artistry, and emotional magnetism. That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-Type.”

Jaguar’s Chief Creative Officer Gerry McGovern described the Type 00 concept as “our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen.” Chief Exterior Designer Tino Segui added, “The Type 00 commands attention, like all the best Jaguars of the past.” I’d agree that commanding contemplation of an automotive design concept is far more virtuous than simply amusing the eclectic art crowd in Miami. But despite executive enthusiasm, I’m not yet convinced that affluent enthusiasts will grasp their checkbooks. Hopefully, the production car will change that.

Although I’ve labored as a car critic for three decades and I have an opinion or two about automotive design, I’m happy to reach out for professional opinions. Dave Rand, former director of GM’s advanced automotive design studio and Autoweek Design Editor opined, “In some ways, it’s surprisingly conventional, with classical front engine, rear-wheel-drive proportions that notably suggest nothing of an electrically driven architecture — huge wheels and tires, and a low, fastback profile.”

My friend and fellow concours judge Tom Matano designed Mazda’s Miata among other noteworthy vehicles and is Executive Director of Industrial Design at Academy of Art University. Matano says, “This is more or less a corporate brand strategy than design strategy. Sideview proportion is good.  The rest is hard to judge from the pictures.” 

I agree with both Matano and Rand that the long hood and short cockpit dimensions are unexpected, but with EV architecture there’s an entire platform of design freedom to work with. I’m a bit skeptical that the designer’s unremittingly flat face and fanny treatments were necessary, especially when they hardly connect with the svelte feline namesake or the electric vehicle’s need to slip through the air.

Stuart Schorr is Vice President of Marketing & Communications at Jaguar’s North American headquarters and he shared that the decision to relaunch the marque as an electric upper luxury brand was based on the market dynamics. Tesla has become the world’s leading luxury automotive brand without a drop of petrol and there’s an opportunity to bring fashionable style to affluent buyers. High volume will not be part of Jaguar’s plan, and the automaker intends to shrink the number of dealerships.

I also reached out to Bob Hoehn, one of the principals of Jaguar Land Rover Carlsbad, for a view from where the rubber really meets the road. Hoehn is an enthusiast who has owned a few classic Jaguars, and Carlsbad will remain part of the franchise. And just like the professional designers I cited, Hoehn is intrigued with the proportions and drama of the Type 00 concept and looks forward to how the production version might adapt to the buying public’s reaction. 

It’s certainly a brave new path that Jaguar has taken.