“WHY THIS BOLD MOVE?” THIS QUESTION HAS BEEN ON
EVERYONE'S MIND.
The redesign and rebranding of the Type 00 Jaguar come at a time of massive transformation in the automotive industry. Consumers are no longer just looking for performance and luxury; they are demanding sustainability, advanced technology, and a deeper connection with the brands they support.

Is Jaguar signalling its commitment to staying relevant in an increasingly competitive and rapidly evolving market?
Odalisque visited Paris to see the car first-hand and discovered that Jaguar is ready to redefine what it means to be a luxury automaker in the 21st century by moving towards electric mobility and adopting modern design aesthetics, guided by the slogan “copy nothing”. Not only does it appeal to the environmentally conscious consumer, but it also signals Jaguar's willingness to innovate and challenge established conventions. Jaguar's legacy goes beyond technological advancement and sustainability because it has long been associated with exemplary performance, style, and craftsmanship. While adapting to changing consumer expectations and values, the bold redesign of the Type 00 Jaguar risks disrupting that established identity. The question arises: Can a brand so steeped in tradition succeed in pivoting without losing the essence that made it a symbol of luxury and performance.

Odalisque Magazine: Jaguar’s new direction is a bold departure from its past. What was the driving force behind this transformation, and how does it redefine what a Jaguar is?
When we set out to reimagine the Jaguar brand, we knew we had to become desirable and aspirational for current and future generations. This required us to understand what the brand stands for and to define what we were doing when we were successful and at our best. For most of our history, we were known for producing beautiful, aspirational cars that connected with our clients and fans on an emotional level. We also didn’t play in the volume sector and that was when we achieved most success. So, looking forward, we want to return Jaguar to its natural habitat. We need to ensure we attract a new client base and produce appealing cars that are relevant for future generations. That does not however mean we will forget our current clients. We want to take them on the journey and for them to understand why we need to change

OM: “Copy nothing” is a powerful statement. How does this philosophy guide the creative process, and how do you resist the repetition in the automotive industry?
Our founder, Sir William Lyons said that Jaguar was at its best when it copied nothing. This mantra was adopted at the outset of our reinvention and will apply to everything we do – the design and engineering of ourvehicles, our brand identity, our brand stores and beyond. The Creative team were given a brief to design a brand ecosystem and products – namely our vehicles, that are a ‘copy of nothing’ - brave, bold and fearless. When you look at Type 00, we have delivered that brief. Rather than look at the expected design archetypes in the electric vehicle arena, we sought to craft our own aesthetic and break convention. Staying true to our ‘copy nothing’ origins has resulted in us presenting something quite unexpected to the world.

OM: The term “exuberant modernism” has been used to describe Jaguar’s new aesthetic language. Can you explain what it means inpractical design terms?
Exuberant Modernism is founded on three fundamental characteristics, expressed in every part of the brand. Firstly, what we mean by exuberant is that we must be bold, dramatic and vibrant - this applies to our whole brand and all touchpoints, from our vehicles to our upcoming boutiques, digital touchpoints and one-off events. It will be part of the full customer journey. In terms of our vehicles, exuberant speaks to the dramatic proportions, the use of elevated materials and our impeccable detailing. Secondly, “modernist” is a nod to our future-facing vision and innovation. Inspired by modernism, Type 00 and our future vehicles feature sculpted surfaces that are reductive, with clean and bold lines. For us, this aesthetic language will allow Jaguar to be engaging and connect on an emotional level with our audience and customers.

OM: Jaguar’s rebranding, from the new logo to the fashion-inspired monogram, feels like a shift beyond automotive design. How does this visual identity align with the brand’s future ambitions?
We set out to create a new identity with powerful symbols of change that highlight our brand transformation, all inspired by our provenance. Being brand-led means that we take a holistic approach that goes beyond how these symbols manifest physically on our cars. As a brand, we know that people will likely experience the new Jaguar world for the first time digitally. Taking this into account, alongside the need for Jaguar boutiques and other spaces, we know that our brand symbols will need to be used in many different guises. With this in mind, they have been carefully reinvented and meticulously crafted to ensure they resonate in every interaction with our clients. For example, the new ‘device mark’ is created in a modernist form that spells out the distinguished Jaguar name. It is a celebration of modernity, with a geometric form, symmetry and simplicity.

OM: The Jaguar Leaper is one of the most iconic emblems in the automotive world. What was the intention behind redesigning it, and how does it reflect this new chapter?The Leaper is a precious mark of provenance, now always leaping forward – it is a signpost of our forward-facing outlook and a symbol of excellence. It is also layered with our new ‘Strikethrough’ and will be used sparingly and crafted in precious materials and with consideration. It will be discovered in different contexts but remains an important hallmark for our brand. As it has been since the beginning.

OM: Step inside the Type 00, and you’re not just in a car, you’re in a curated space. What emotions, textures, and experiences guided the interior design?
We have set out to create a space that is bold and has a striking presence whether you are looking in through the window or experiencing it from within. We continued the theme of longitudinal proportions, reflecting the exterior design. The architecture volumes are built in length, accentuated by the signature graphic of three brass lines. This graphic runs through the whole length of the cabin. From the base of the windscreen, along the door tops, into the rear corners of the load area on the sides and through the middle of the interior along the centre spine. This theme creates a strong sense of symmetry and splits the front volumes into two dashboards. The strikethrough pattern on these dashboards then extends onto the bonnet, once again accentuating the longitudinal nature of the design. And showcasing how our brand symbols take shape physically on Type 00. Art was a main inspiration when it came to the Materiality of the interior. We wanted to celebrate the human hand that crafted the beautiful and artistic signature pieces of brass running from the front to rear of the cabin and are intended to patina during the lifetime of Type 00. Monumental architecture like the Colosseum, made from Travertine stone, inspired the to create our tonal and layered interior palette. Finally, luxurious interiors and hotels inspired our textile application, which displays exquisite detailing and brings a welcoming warmth to the cabin.

OM: The automotive industry has leaned toward safe, evolutionary design. Why did Jaguar choose such a radical approach, and how do you anticipate the market will react?
Rawdon Glover, Managing Director: During the last two decades, Jaguar has been operating in the highly competitive premium volume car segment,
and this has not proved commercially viable. The brand was successful when we operated in segments with lower volumes and elevated price points. Our vehicles were aspirational and desirable with bold and fearless designs. Therefore, we want to take the brand back to its natural habitat or when Jaguar was at its best. This is why we must take a big bold step and reinvent Jaguar with this radical approach. The reaction we have received to our design vision concept, Type 00 has been generally positive. We do
acknowledge however, that Type 00 does not conform to the automotive electrified norm and that means it may shock, surprise and polarise. In the
words of our Chief Creative Officer, Gerry McGovern – “Some may love it now, some may love it later and some may never like it. That is OK, that is what fearless creativity does”.

OM: The modern luxury landscape is evolving beyond performance and status. How does the Type 00 integrate cutting-edge technology while maintaining a strong emotional connection with its driver?
RG: Technologies will play a significant part in all aspects of future vehicles; from the way we have delivered the exterior design integrity to the curated interiors our clients will experience. Our focus in terms of interiors, is to make future Jaguar vehicles an amazing place to be. It is not about presenting our clients with lots of technology e.g. screens. The technology must enhance the modern luxury experience and be there when you need it but not be the dominating feature. Every element of the client experience has been carefully thought through from the ambient lighting and the unique soundscape to the bespoke scents. Type 00 has a material ideology that embraces authentic, unexpected materials and captivating colours. Three key materials – brass, travertine stone and textiles are used in an artistic way to create a unique atmosphere and emotional connection with the client. These elements will inspire future Jaguar vehicles.