Jaguar revealed the ‘Type 00’ concept car, previously under a controversial new brand identity

Iconic British carmaker Jaguar on Monday night revealed the design direction of its new vehicle, introducing an all-electric concept car called the “Type 00”.

The vehicle, billed as the “Type Zero Zero,” features a minimalist yet somewhat modest design. It’s boxy with sleek headlights and big wheels, a significant visual change from the brand’s current, sporty cars and SUVs.

Automakers routinely use concept vehicles to gauge customer interest in a design or show the future direction of a vehicle or brand. Vehicles are not for sale to consumers.

Jaguar is expected to develop several new electric vehicles in the coming years, including a four-door GT car expected next year that resembles the concept car.

Jaguar is offering up to 430 miles of range on a single charge with its new production EV, with up to 200 miles of range in 15 minutes on a fast charge.

The new concept vehicle comes just weeks after Jaguar released an artistically flamboyant video aimed at debuting the company’s car. “Copy Nothing” rebranding.

gave Video Brightly colored scenes feature androgynous models of various races and sizes in vibrant clothing. The 30-second clip also featured the car company’s new logo and fonts. Tata MotorsGroup owned by Jaguar Land Rover.

The rebrand and the video went viral online. Criticism at large From critics on social media last month criticizing the company’s choice of font and decision to remove the Jaguar animal logo – which has featured on the car since the 1950s – to calling the company “woke” and Saying that she is abandoning her heritage.

Critics also noted that the video did not feature a car in the ad. The company defended its efforts despite the backlash, saying “the relaunch of the brand is a bold and imaginative renewal for Jaguar and, as expected, it has attracted attention and debate.”

The ad campaign comes after Jaguar stopped selling all new cars in the UK in early November as it prepares to relaunch as an electric-only company in 2026, part of a wider industry shake-up. which is presenting several challenges for car manufacturers.

Over the past few years, several automakers have announced plans to sell EVs exclusively, but many have backed off due to slower-than-expected sales.

“We needed to re-establish our brand and at a completely different price point so we needed to do things differently. We wanted to move away from traditional automotive stereotypes,” said Roden Glover, managing director of Jaguar. told the Financial Times In an interview last month

Glover also condemned the “level of hatred and intolerance” shown by some commenters on the marketing video, denying it was “woke”.

– CNBC Jenny Reid Contributed to this report.