Hasta La Ideas

Now that Jaguar’s going all-electric, it’s time for a new design direction, the company reckons. At the same time, the brand would be foolish to ignore their heritage; so their aim with this new Type 00 concept, in the words of Jaguar CEO Adrian Mardell, was designed to “create the same sense of awe that surrounded iconic models like the E-type.”

The two zeros in the name are symbolic: The first zero references emissions, while “the second represents its status as car zero in our new lineage.” The form of the vehicle, meanwhile, was inspired by the company’s new “Exuberant Modernism” design philosophy. (They’re defining “exuberant” as “Vibrant, uninhibited and fearless,” and “modernist” as “Future-facing, curious and inspired by the world. Respectful of the past, not dictated by it.”)

“The confident new face combines upright, flush surfaces with the new Jaguar device mark at its center. A distinctive and precise front light signature emphasizes the corners of the car, giving width and grounding it.”

“The side profile is dominated by bold proportions, with the Jaguar ‘leaper’ laser-etched into a hand-finished brass ingot on each side of the car. These ingots theatrically deploy to reveal rear-facing cameras that – like the charging ports and front air intakes – remain hidden until needed.”

“The rear continues the bold statement. A glassless tailgate and panoramic body-harmonized glazed roof create a sense of sculpture. The rear elevation is defined by distinctive horizontal Strikethrough graphics, which hide dramatic full-width taillights and emphasise the power and scale of Type 00.”

The typography, too, has received attention:

“Device mark: Jaguar’s signature. A celebration of modernism – geometric form, symmetry and simplicity. Inspired by Malcolm Sayer, Jaguar’s designer of the C, D and E-type who uniquely blended science and art to produce timeless shapes in these cars. The geometric letter forms are rotated to create perfect visual symmetry and balance. It creates a modernist form that spells out the distinguished Jaguar name.”

Professor Gerry McGovern OBE, Chief Creative Officer, JLR, said: “Type 00 is a pure expression of Jaguar brand’s new creative philosophy. It has an unmistakeable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen. A vision which strives for the highest level of artistic endeavour.”

On that latter note, the Type 00 was unveiled at Miami Art Week. We’re a long ways from the days of the big auto shows, aren’t we?