The most important concept car in Jaguar’s 90-year history, the brave and uncompromisingly provocative Type 00 kicks off a bold strategy designed to reinvent Jaguar as a 21st-century modernist luxury brand that can make money selling significantly fewer cars than before at much higher prices.

The Jaguar Type 00 is a masculine design, with feminine colors, the look of a high-performance gas muscle car, under a classic British road car brand, that is electric making it potentially the hardest/most expensive car to launch since the Edsel.

Jaguar’s chief creative officer, Gerry McGovern, revealed the striking Jaguar Type 00 concept, saying “I don’t believe in concepts unless they become a reality” – a hint that the striking styling of the design vision concept car will make it through to production.

Jaguar's rebranding sparks debate, with the Type 00 Concept facing criticism while a modified pickup variant gains praise for its design.