Elements of Jaguar’s rebrand begin making sense now that its Type 00 concept has been unveiled at Miami Art Week, a fitting venue given that Jaguar owners say they have an appreciation for art. Read more at https://lucire.com/insider/20241204/jaguar-unveils-type-00-concept-the-elements-begin-falling-into-place/
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00:00Sir William Lyons, our founder, believed Jaguar should be a copy of nothing.
00:18That's why we face the future with fearless creativity, unbound by imitation, convention,
00:27unexpected, showing courage and unwavering determination.
00:38For every act will be a symbol of change.
01:00Fear shapes how we perceive, interpret and express the world around us.
01:16Striking through imitation and convention, an action that symbolises courage and unwavering
01:23determination, life's unstoppable force, always pushing us forward.
01:35Chiaroscuro, an exploration of light and shade, creating contrast and volume to create
01:46tension, mystery and intimacy, championing originality in all its forms, copy nothing.
02:02London Blue, a tribute to British creativity, inspired by the opalescent silver blue of
02:10the 1960s E-type, reimagined for today.
02:16Miami Pink, an expression of Miami's spirit, capturing the city's vibrancy, culture and
02:54energy.
03:17Good evening, Miami.
03:21Jaguar celebrates fearless creativity.
03:24So where better to launch its reimagining than here at Miami Art Week.
03:32Getting attention in today's world is not always easy, and I assume all of you and those
03:38following from around the world may have read a thing or two about the new Jaguar brand.
03:46And we're delighted to have your attention.
03:49Controversy has always surrounded British creativity when it's been at its best.
03:58David Bowie, Vivian Westwood and architect Richard Rogers were some of my creative heroes.
04:07They were British trailblazers who challenged convention and had no desire to copy the norm.
04:16In the same way, when Jaguar was at its best, it threw away the car design rulebook and
04:22created E-type and the XJS.
04:28These were objects of desire.
04:31Sir William Lyons, our founder, many years ago said, a Jaguar should be a copy of nothing.
04:40Don't be held back by the past.
04:42Be brave.
04:43Be fearless.
04:45Copy nothing.
04:47Create new objects of desire.
04:49These were exactly the words I used to brief my creative team.
04:56Type 00 is the first physical manifestation of the new Jaguar brand that's influenced
05:04by the desire to recapture the essence of Jaguar's original creative conviction.
05:11This is a taste of things to come.
05:14And those of you who know me, know I don't believe in concepts unless they become a reality.
05:23Look at its jaw-dropping proportions.
05:27That's what we mean by exuberance.
05:31Its long bonnet doesn't conform to electric vehicle design and why should it?
05:39Look at its uncompromising modern surfaces, dramatic intersections and flawless details.
05:48At our very best, we have never conformed.
05:53And this uncompromising creative approach runs from these exuberant proportions all
06:00the way through to the finest details.
06:03Our powerful symbols of change follow this exact principle.
06:08Each symbol has meaning.
06:11The leaper always leaping forward, never backwards.
06:15The monogram our seal of approval and our word mark is the future face of Jaguar.
06:22Strike through is another symbol and the name given to the horizontal lines repeated throughout
06:30Type 00.
06:32It symbolises Jaguar's desire to strike through convention.
06:38The strike through is at its most prominent at the rear, accentuating the vehicle's beautifully
06:47sculpted haunches.
06:49Inside, the sense of drama continues.
06:54Tactile and forward-thinking materials and details come together to create a feeling
07:00of occasion.
07:02Colour is another key component of our new brand.
07:07London blue, a homage to our British heritage while also paying tribute to our favourite
07:15E-Type.
07:16Miami pink, a colour that is synonymous with this city, its architecture, its art, even
07:24its football team.
07:26Or should I say soccer?
07:29Clearly, our creativity doesn't conform, so why should our technology?
07:36Our new range of vehicles, unlike many others, will use a completely unique electric platform.
07:44Even with these large wheels, there is no range anxiety with an impressive 430 miles.
07:53These will be the most powerful Jaguars ever and will be capable of producing 1,000 horsepower.
08:02Jaguar has no desire to be loved by everybody.
08:07It has already stirred emotions and it will continue to.
08:11Some may love it now, some may love it later and some may never love it.
08:18And that's okay, because that's what fearless creativity does.
08:23This is the original essence of Jaguar and for me, it's been an honour to lead the creative
08:31reimagining of this great British brand.