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 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 petrolheads with an unflinching power and charisma that is uniquely Jaguar.
And yet, the Jaguar we once knew is now 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 visit to Jaguar’s social media channels showed its entire archives wiped, save for a 30-second video featuring non-plussed high-fashion models strutting about… and not a single car in sight. A concept that marks Jaguar’s transition from unabashed road machismo to an all-electric lineup (yes, the brand aims to reposition itself in the luxury automotive market), the Type 00 certainly isn’t for everyone. But if so, who is it really for? In spirit, at least, the idealised rollout is much like the jungle feline–it refuses to blend into the background. Forget rainforests. This time, it’s prowling the streets of Miami.
First revealed during the Miami Art Week, the Type 00 is Jaguar’s boldest, and we daresay most controversial, statement yet. And that’s all it is, really; the Jaguar Type 00 is a non-production vehicle. The idea, as incongruous with its past, essentially screams the company’s “Copy Nothing” motto that dates back to its early days under Sir William Lyons. You can’t deny, though, that the rendering is a different type of feast for the eyes. There is that long bonnet, sweeping roofline, and a boat-tail silhouette nothing short of dramatic, 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 a design ideology, 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 and marries its 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 in its drive to progression and change. We’ve heard a four-door electric GT is set 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, now with an undeniable aura of exclusivity befitting its name.
So yes, Jaguar’s overnight transformation came with no warning whatsoever. I, for one, was so thrown upon first glimpse of the brand font (which I insist on describing only as cute), I spent a good minute staring at my screen in silence, mouth agape. In the grand scheme of things, we can all see that Jaguar isn’t looking to cruise leisurely into the future with hybrid relaunches and lofty promises of eventual electrification. This is a purposeful prowl into the beginning of its new chapter, and we’d be lying if we said we aren’t intrigued for what’s coming next.
