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

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 has revealed the new Jaguar Type 00 – the car behind the controversial ‘copy nothing’ brand relaunch in November. The concept gives us a preview of the three new, all-electric, luxury Jaguars that go on sale from 2026 and was revealed by Jaguar’s chief creative officer Gerry McGovern at an exclusive event at Miami Art Week.

Carmakers are signaling their move from combustion to electric vehicles with new logos that are lighter, rounder, and more lowercase. The tantrums thrown across social media over the past few weeks in reaction to Jaguar’s redesign have once again revealed a fundamental contradiction underlying contemporary branding.

To recap first let's take a look at that new Jaguar logo again. Logo for Jaguar There's a lot of things that can be criticised about the new Jaguar logo. The wide kerning, the random uppercase 'G' in the middle of lowercase letters.

Jaguar’s new concept car, the Type 00, has attracted plenty of attention. There have been heated debates about the size of its bonnet and wheels, and the lack of rear window. At this stage it is just a concept though – an idea designed to demonstrate the kind of engineering and design that will be involved in a new Jaguar vehicle that people can actually buy and drive and which is expected to be revealed in 2025.