By Sam Clark
Jaguar Type 00, A Leap into the Future
Jaguar’s Type 00 (pronounced “Zero Zero,” not “Ooh” as in wide-eyed surprise) represents a radical shift in the historic car makers identity. Polished walnut and sumptuous leather have been cast aside. The iconic leaping cat has launched itself into the future and, controversially, away from the new, neon aesthetic.
When I was a kid mucking about on a BMX on street corners, Jag’s were the silky smooth choice of bank managers and captains of industry. But times have changed. Banks now fit in our pockets, and industry runs on digital algorithms. Perhaps, then, we shouldn’t be so shocked by the coming transformation of Jaguar.
‘Copy Nothing’
Perhaps the most controversial aspect of the Jaguar Type 00 isn’t the car itself but the hype surrounding it. Adverts featuring no cars and a Barbie-and-Ken colour palette launched under the slogan ‘copy nothing’ – a outlining adage from founder Sir William Lyons, nearly 100 years ago. One thing is certain—the Jaguar marketing team has succeeded in getting the world talking.
The revolutionary rebrand has been in development for three years, as Jaguar prepares to become an all-electric car manufacturer, ahead of the UK’s target to stop selling new purely fossil fuel-powered cars by 2030. An entirely new range of all-electric vehicles will go on sale later this year aimed at a much younger audience. Jaguar’s managing director, Rawdon Glover said, ‘We need to change people’s perceptions of what Jaguar stands for.’
Speaking to the Financial Times, Mr Glover said he believed the overall reaction to the campaign had been ‘very positive’, but that he was disappointed by the ‘level of vile hatred and intolerance’ directed at the models in the advert.’ ‘If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,’ ‘If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,’’
‘We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes’
An Old Tom or a Wild Cat?
Range Rover and Land Rover sales have been booming, but Jaguar sales have seen a steady decline. Something needed to change. They could have taken the more timid and possibly safer route. Producing less and less inspiring cars until the big cat descended into a hairball of mediocrity. Judging by the growing numbers of MG’s on the road, there is a market for relatively basic vehicles with a historic British badge stuck on the front. Whether they have any legacy or quality of the original mark or not.
‘The Most Beautiful Car Ever Made’?
At the end of the day, the Type 00 is still a car—four wheels and (perhaps) a glovebox. But introducing something genuinely new and exciting to the modern automotive world is no small feat.
No doubt, gentleman’s clubs are buzzing with heated debates over the styling. Long, sweeping bonnets have been a Jaguar staple since the brand first roared onto the road—though they once housed combustion pistons, not batteries. Squint a little, and the haunched proportions of the Type 00 echo those of the classic XK120 and possibly even, a badly drawn E-Type. I bet Elon Musk fired a few people, furious he hadn’t made the Type 00 as sporty sibling to his oblique truck. And, dare I suggest the linear grill can already be found on the HR-V supporting a Honda badge?
Would we be having this conversation if it was painted dark green and supported a leaping cat on its nose? The Type 00 is undoubtedly striking. However, I doubt that Enzo Ferrari, who was famously so enamoured with the E-Type, would describe Type 00 as beautiful.
A Bold New Vision
Gerry McGovern, Jaguar’s chief creative officer, admitted the concept car unveiled in December wouldn’t be ‘loved by everyone’. But, he added, ‘That’s what fearless creativity does.’
For more information about the Jaguar Type 00, the history of this iconic marques and the new vehicles, visit the Jaguar website here
Which is the toughest Land Rover? Discover our choice here
