It’s an understatement to say that Jaguar’s new identity is causing a stir. Barely had a corner of the veil been lifted at the end of November when social networks burst into flames. The signature, first of all, with soft typography, mixing upper and lower case letters, combining geometry, symmetry and simplicity, is intended to be the expression of “a powerful celebration of modernism”. The monogram then integrates the letters “j” and “r” in a brass circle, in reference to the codes of haute couture houses. This discreet ornament will adorn the passenger compartment and the center of the rims. The logo, finally, inscribes the emblematic feline “leaping towards the future” on a linear graphic affixed to the bodywork.
“We want to engage a strong emotional experience,” says Rowdon Glover, the brand’s general manager. A successful bet as purists were moved by such a transformation. “We opted for modern luxury, constantly in motion, unlike traditional luxury which is defined by a balance between rationality and premium value,” continues Rowdon Glover. And to better anchor its metamorphosis “built around exuberant, daring and artistic modernism in each of its expressions”, according to Gerry McGovern, creative director of the JLR group, the manufacturer chose Miami Art Week to unveil the concept born from this new philosophy. It was a preview of the high mass of contemporary art that the Type 00 illustrated the design vision of the next Jaguars.
True to the motto of its founder, Sir William Lyons, “copy nothing”, the brand has designed “a reinvention that captures the essence of Jaguar by returning to the values that once made it so desired, while making it relevant to a contemporary audience”, underlines Gerry McGovern. The result is a sculpture of generous dimensions, with a slender silhouette, equipped with a long hood, a roof line which descends continuously to the trunk – the famous fastback which induces the effect of speed – an imposing grille while the rear evokes “the stern of a boat. The contrast between the front and rear focuses on the combination of power and vintage softness”, underlines Richard Stevens, design director of the JLR group .
New Jaguar logo.
© / Jaguar
The front combines straight and flush surfaces and gives it stature and anchoring. The rounded tailgate is decorated with linear graphics in which impressive rear lights are embedded. The famous British feline, laser-cut from hand-polished brass ingots, is displayed on each side of the car and incorporates reversing cameras. “The Type 00, with its brutal proportions, reflects the spirit of British creativity and originality. It celebrates art,” summarizes Constantino Segui Gilabert, head of exterior design.
“A younger, more independent, more connected clientele”
Full of artistic inspiration, Jaguar lets the colors explode. “You have to draw on colors to play on silhouette and emotion,” insists Rowdon Glover. In Miami, the models on display are draped in pink, reminiscent of the pastels of the city’s Art Deco architecture and the patina of brass, as well as a blue inspired by the “Opalescent Silver Blue” of the 1960s, a nod to eye to the brand’s British roots.
In contrast, the interior atmosphere of the vehicle soothes its passengers. The screens slide silently on the dashboard, the motorized storage spaces open gently, a tactile wool blend wraps the seats and floor. Three brass lines run the length of the passenger compartment and a column of the same alloy separates two floating dashboards. Travertine stone, with thermal and acoustic properties, supports the armchairs and the central column. The height of refinement, a box of three totems in brass, travertine and alabaster allows you to personalize the atmosphere according to the mood of the occupants: lighting, sound world, perfume.
From this prototype, the engineers will develop three models without losing sight of the purity of the design. A first production car, a four-door GT manufactured in the United Kingdom, will be presented at the end of 2025. For its shift to 100% electric, the British company has defined an architecture which offers a range of 692 to 770 kilometers of autonomy, with a fast charge of 320 kilometers in fifteen minutes. “The electric torque is significant and produces sensations just as sporty as thermal engines,” underlines Philippe Robbrecht, CEO of JLR France.
“Our ecosystem must reflect and legitimize our move upmarket and our positioning in the luxury sector, explains Rowdon Glover, managing director of Jaguar. We did not simply develop an architecture on a new platform and increase prices “. This new customer experience will result in the deployment of exclusive boutiques, the first of which will open in the heart of the Golden Triangle of the Champs-Élysées. The manufacturer is now targeting “younger, more independent, more connected customers”. And more emotionally engaged.