Like its namesake beast, Jaguar’s machines are known to roar with boldness and grace. So, what’s up with its rebranding touting a philosophy of ‘Exuberant Modernism’?
Jaguars. The most elusive predators of the jungle. With its sinewy grace and a calculated ferocity, the animal commands awe and respect in equal measures. And for decades, its namesake automaker has channelled the same spirit in its road machines. From the raw magnetism of the E-Type, to the regal and masculine XJ, these models have captivated petrolhead with their unflinching power and charisma that is uniquely Jaguar.
And yet today, Jaguar is sheathed in… pink. And pastel blue. And covered in “a futuristic flourish of exuberance”. Enter the luxury marque’s brand-new creative philosophy: Exuberant Modernism. And without so much as a blink or a breath, the striking manifestation of this philosophy has been unveiled mere weeks later: the Jaguar Type 00.
The launch of the Type 00 sparked significant debate as much for its radical design as the brand’s strategic shift. A concept that marks Jaguar’s transition from unabashed road machismo to an all-electric lineup, as the brand aims to reposition itself in the luxury automotive market, the Type 00 certainly isn’t for everyone. But if so, what really is it? In spirit, at least, the idealised rollout is much like the jungle feline–it refuses to blend into the background. And forget rainforests. This time, it’s prowling the streets of Miami.
First revealed during the Miami Art Week, Type 00 is Jaguar’s boldest statement yet. Essentially, the idea, as incongruous with its past as it seems, screams the company’s “Copy Nothing” motto that dates back to its early days under Sir William Lyons. We must admit, though, the rendering is a feast for the eyes. There is that long bonnet, sweeping roofline, and a boat-tail silhouette that screams drama, perched on 23-inch alloy wheels. But what really sets tongues wagging is the choice of paintwork. Miami Pink—a tribute to the city’s iconic pastel tones—and London Blue, an homage to Jaguar’s British heritage, signal quite the shift for a brand previously associated with understated opulence.
As we take it, “Exuberant Modernism” isn’t just a design strategy but a manifesto. Fearless, unrestrained, and forward-looking, it is of course a far cry from the conservative colours and attitudes that most legacy brands seek comfort in. Using innovative materials (think brass and travertine stone), this ethos is captured perfectly, marrying the bold new aesthetics with the technical precision of the automaker’s new electric infrastructure. Professor Gerry McGovern, JLR’s chief creative officer, describes it a “pure expression of the brand’s rebirth”.
One thing’s for sure: Jaguar is going full-throttle and no-brakes with its commitment to change and progression. We’re promised a four-door electric GT that’s due to hit the markets some time in late 2025. It’s another bold attempt to electrify its vehicles and the imaginations of its clientele, with claims of range figures that easily rival the best within the landscape, and now with an undeniable aura of exclusivity befitting its name.
So yes, as jarring as it was to see Jaguar’s overnight transformation–I, for one, was so thrown by the cute brand font that I had to make others around me take a look–it’s undeniable that Jaguar isn’t looking to cruise leisurely into the future with hybrids and promises of eventual electrification. It is strutting into the beginning of its next chapter, and we’d be lying if we said we aren’t intrigued.
