Jaguar reveals first concept car after controversial rebrand

British luxury automaker Jaguar has revealed its Type 00 concept car, the first glimpse of a new electric vehicle following a controversial rebrand that has divided opinion.

British luxury automaker Jaguar has revealed its Type 00 concept car, the first glimpse of a new electric vehicle following a controversial rebrand that has divided opinion.

The manufacturer said it was “introducing an unmistakable, unexpected and dramatic physical manifestation of Jaguar, as the brand continues its transformation,” in a statement published Tuesday after the car was revealed at Miami Art Week.

The Type 00 has a long bonnet (a hood in U.S. English) and a fastback profile, as well as 23-inch alloy wheels. It is presented in two colors: Miami Pink and London Blue.

“The former reflects the iconic Art Deco surroundings of its reveal, the latter references its British heritage,” said Jaguar in the release.

While the Type 00 is a concept and will therefore never enter production, it has divided opinion online.

One commenter on X said the car “looks sleek,” but another said that “00 is how many you’ll sell. Beyond ugly.”