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Jaguar has launched a new Concept IV car model called the Typo 00. The car represents the company's future as the brand is set to become an electric-only brand.
On December 3, 2024, Jaguar released a new advertisement featuring its new concept car model, Typo 00. The advertisement, which has sparked controversy among netizens, also featured the brand's new logo, which was unveiled in November. The ad came after the brand received mixed reactions for its alleged "woke" commercial, which did not feature any car.
Netizens took to X to react to Jaguar's new model, with many feeling unimpressed by the new design.
""Copy Nothing" is an interesting tagline considering it looks like a Cybercab in the rear w/ scissor doors + a Rolls Royce Spectre in the front 🧐, " an X user wrote.
"Are the employees all on drugs there? What is going on at Jaguar?," another user wrote.
"Prototypes are easy, production is hard. Good luck to them," a netizen opined.
"Their future does not seem to be so bright," another netizen added.
People continued to criticize the brand's new concept car, with many pointing out specific issues that might bother them.
"That middle divider is going to bother so many people.," a user opined.
"What’s the point of most of those design elements? Good design is blending art with function. That car looks highly impractical with design elements that make it less functional. And “copy nothing” is also stupid as all design language refers to something, this one looks vaguely art deco," another X user chimed in.
"I'm being serious, the quality of this is very low, normally you see these concept cars and you can not wait to have them, but this? Just a low-quality render," a netizen jibed.
One user had an unpopular take on the models and wrote:
"Unpopular opinion, I think that these new Jaguars look extremely cool, and it’s a shame that they completely ruined their debut with their woke advertising."
Jaguar released its new logo and a teaser in November 2024 ahead of becoming an electric-only brand
In November 2024, Jaguar dropped a new logo and released a new social media teaser before embarking on the major change of becoming an electric-only brand by 2026. However, shortly after the advertisement dropped, many criticized it for being too "woke" and not featuring an actual car.
One such critic was popular car industry analyst Karl Brauer, who felt the campaign is "not going to work" as the luxury car brand is "sacrificing their past to the hopes of a better future." Broadcaster and former presenter of Top Gear, James May, told BBC about the campaign:
"I wanted something more futuristic. I mean, Jaguar have been saying they will copy nothing, but there's quite a bit of other concept cars in that new Jag."
The brand's 30-second-long advertisement last month featured multiple models wearing brightly colored, flamboyant outfits while the company logo was written as "JaGUar." Elon Musk, the CEO of the electric car company Tesla, took to X to mock the company's rebranding, as he wrote:
"Do you sell cars?"
Despite the criticism, the luxury brand stuck to its stance and asked people to "trust and reserve judgment" over its recent rebranding. The British carmakers then unveiled their new concept car model at the Miami Art Week and released it with a commercial featuring the car's images.
The new car, Type 00, included butterfly doors, a glassless rear tailgate, and a panoramic roof. The name denotes the car's zero tailpipe emissions, which aligns with the company's new vision.
According to a statement by Jaguar, the car has been conceptualized in two colors, Miami Pink and London Blue. The pink resembles the signature art and style of Miami, where it was unveiled. Meanwhile, the blue pays homage to the car brand's British roots and is inspired by the 1960s' Opalescent Silver Blue.
"Type 00 commands attention, like all the best Jaguars of the past. It is a dramatic presence, channeling a unique spirit of British creativity and originality. It celebrates art and embodies the essence of Exuberant Modernism," Jaguar's chief exterior designer, Constantino Segui Gilabert, said in a statement.
However, it is unclear which of the Type 00's new features will be implemented in the car brand's new electric models. The company has explained that the model serves as "an indicator of design philosophy and intent for the coming new vehicles."
The luxury brand had declared its intention of becoming an electric-only brand in 2021. The first model of its lineup is set to be released in 2025, the British brand confirmed in a statement.
