Jaguar unveiled its much-hyped electric concept car in Miami on Monday, just hours after leaked images of the rebranded vehicle were circulated online.
Early online reaction suggests the concept car might appear more familiar to fans of Barbie or the Pink Panther than the traditional owners of a Jag.
Unveiled in two colours, Miami pink and London blue, the new electric car, called the Type 00, is described by the brand as a “concept with bold forms and exuberant proportions to inspire future Jaguars”.
The model features the Jaguar logo laser-etched into a brass ingot on each side of the car, which themselves open to reveal rear-facing cameras that provide a view for the driver similar to conventional wing mirrors via screens located in the cabin.
The most eye-catching features, bar the colours, include the lack of a rear windscreen, with rear-view cameras instead installed under gold patches behind the front wheel.
Above sizeable wheels and wheel arches, the car’s front end is capped by a windscreen that appears to meld into the side windows, which taper towards the back of the car, contributing to what Autocar describes as “a wraparound effect reminiscent of a racing helmet”.
The British carmaker sparked controversy this November when it released a series of dramatic changes, including a new design and logo, written as JaGUar, ahead of becoming a fully electric brand.
Jaguar said the new car uses a dedicated electric platform which should return up to 478 miles of range while rapid charging will add 200 miles of charge in 15 minutes.
The production-ready version of the Type 00, which will be made in the UK, is set to be revealed late in 2025.
Although prices have not yet been confirmed, it is expected to cost more than £100,000.
Jaguar will launch three new electric cars in 2026, having taken new cars off sale more than a year ago to focus on its rebrand.
Adrian Mardell, chief executive of Jaguar Land Rover, said: “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism.”
Prior to the launch, a spokesperson said the firm was “aware of images circulating online ahead of Jaguar’s official reveal at Miami Art Week”.
Responding to the photos, Jaguar confirmed that the colours at least were accurate. The spokesperson said: “For the design vision, we have chosen Miami pink and London blue. Miami pink celebrates the vibrancy of the city while London blue, a modern take on the opalescent silver blue of the E-Type, is a nod to Jaguar’s British heritage.”
The jettisoning of much of that traditional heritage has been trailed in teaser ads featuring diverse models and no actual cars and the tagline “copy nothing”, a break from advertising tradition that has generated widespread publicity and controversy, including criticism of Jaguar in some quarters for selling “woke” cars.
Jaguar executives said that the carmaker had to target a new generation as it transitioned from selling diesel models.
The carmaker, which is owned by India’s Tata group, has been slower than many rivals to embrace electric cars, selling only one model, the ageing Jaguar I-Pace. However, it is investing £18bn to produce battery versions of its lineup alongside petrol cars. Deliveries of the electric Range Rover, made in its main factory in Solihull in the West Midlands, will start at the end of next year.
