Jaguar has always created machines roaring with boldness and grace, much like its namesake jungle animal. Today, with its new ‘Exuberant Modernism’ philosophy, and the dazzling Type 00 concept, the marque proves that its values remain—just with a little extra colour
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 over decades, Jaguar–the automaker this time–has captured the very spirit of this beast in its road machines. From the raw magnetism of the E-Type, to the regal poise of the XJ, each model and launch has roared on to the scene with an unflinching power and charisma that is uniquely Jaguar.
And yet today, Jaguar is… pink. And blue. And covered in “a futuristic flourish of exuberance”. Enter the luxury marque’s brand-spanking-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. So what really is it? Simply put, it’s a concept car that, much like the jungle feline, refuses to blend into the background; forget rainforests, this time, it’s prowling the art-deco streets of Miami.
First revealed during the Miami Art Week, Type 00 is (but of course) Jaguar’s boldest statement yet. Essentially, a vehicle that drips in symbolism and screams its “Copy Nothing” ethos–words that have echoed since the marque’s very beginning days under Sir William Lyons. We must admit, it’s a feast for the eyes: a 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 on both iterations. 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.
And if these visuals aren’t dramatic enough for you, the driving force behind it certainly is. Exuberant Modernism isn’t just a design strategy anymore, it’s the very manifesto of the marque. Fearless, unrestrained, and forward-looking, it is of course a far cry from the conservative colours and attitudes that most legacy brands prefer adhering to. 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.
But let’s be clear on one thing–this isn’t really a car. It’s a sculpture, a thought-provoking and conversation-starter piece, and most of all, Jaguar’s most tangible embodiment of transforming itself into a all-electric marque. Professor Gerry McGovern, JLR’s chief creative officer, calls it a “pure expression of the brand’s rebirth”.
With Jaguar’s bright, bold and colourful move, it’s their full-throttle, no-brakes commitment to change and progression, as much as it is a conceptual leap. We’re promised a four-door electric GT that’s due to hit the markets some time in late 2025; we think it’s a bold attempt on Jaguar’s part to electrify its vehicles and the imaginations of their clientele, with equally bold claims of range figures that easily rivals 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 its 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 an undeniable fact that Jaguar isn’t driving (leisurely) into the future with hybrids and promises of eventual electrification. They’re strutting into the beginning of its next chapter, and we’d be lying if we said we weren’t ready and intrigued to turn the page.
