It started with a vibrant, eye-popping set of models on an almost Martian landscape of pink. No car in sight during the automaker’s first rebranding video. Just flashes of color, futuristic fashion, and short phrases like “delete ordinary” and “copy nothing.” Not long after releasing the divisive content, Jaguar followed its head-scratching rebranding efforts with an EV concept car. And frankly, Jaguar doesn’t give a damn whether you like the Type 00 or not. 

Jaguar recently launched one of the most controversial rebranding efforts ever, and it doesn’t care if you love it or hate it

Miami Art Week is a showcase of daring and provocative art across many fairs. Perhaps just right for Jaguar to unveil its striking electric concept car, the Type 00. And so it did. Smoke and lights gave way to the new Type 00, a long, angular, EV concept car with ultra-modern, super yacht styling cues and no rear window. I mean, after the brand deleted all of its social media history and doubled down on its new creative vision, what did you expect?

It’s a large, almost sci-fi-esque vehicle. Horizontal slats and lights feature heavily. Inside, the car is elegantly simple with an unconventional interior and retreating displays. However, the new car doesn’t quite ditch all of its big cat history. The “Type” in Type 00 clearly channels some of the brand’s greats. The proportions are also a bit of throwback, with a long hood, coupe layout, and curvacious, sloped rear. 

That said, the brand’s chief creative officer, Gerry McGovern, doesn’t seem to care about the naysayers and haters on social media. According to the BBC, McGovern told interviewers that “Jaguar has no desire to be loved by everybody.” Cold words, but indicative of the automaker’s vision for the future. 

Needless to say, this is a bit difficult for the Coventry brand’s die-hard fans to hear. The E-Type (or XKE) to stateside consumers, was very nearly universally adored. Even in a competitive market, outspoken car industry legend Enzo Ferrari allegedly called the E-Type “the most beautiful car in the world.” And that was a man who competed with the British marque on and off the track.

However, the press, whether it be good, bad, or straight-up ugly, has put Jaguar back in the conversation. “It has already stirred emotions and it will continue to,” McGovern said of the new concept. The brand announced its plans to go all-electric back in 2021, and the Type 00 is a concept of what we can expect from the classic brand’s high-voltage overhaul. Love it or hate it, the new Jaguar is here. From the looks of it, it’s been dabbling in mind-expanding substances.