Introducing an unmistakable, unexpected and dramatic physical manifestation of Jaguar, as the brand continues its transformation. Type 00 (pronounced Type Zero Zero) embodies Jaguar’s creative philosophy of Exuberant Modernism following the debut of its new brand identity.
The world premiere of the design vision concept at Miami Art Week – as South Florida becomes the centre of the art world for six days – previews what’s to come from Jaguar, as the brand recaptures the original ‘Copy Nothing’ ethos of its founder, Sir William Lyons.
The world premiere of the design vision concept at Miami Art Week – as South Florida becomes the centre of the art world for six days – previews what’s to come from Jaguar, as the brand recaptures the original ‘Copy Nothing’ ethos of its founder, Sir William Lyons.
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MotorTranscript
00:00Good evening, Miami.
00:20Jaguar celebrates fearless creativity, so where better to launch its reimagining than
00:27here at Miami Art Week.
00:30Getting attention in today's world is not always easy, and I assume all of you and those
00:37following from around the world may have read a thing or two about the new Jaguar brand.
00:44And we're delighted to have your attention.
00:48The travesty has always surrounded British creativity when it's been at its best.
00:56David Bowie, Vivian Westwood and architect Richard Rogers were some of my creative heroes.
01:05They were British trailblazers who challenged convention and had no desire to copy the norm.
01:15In the same way, when Jaguar was at its best, it threw away the car design rulebook and
01:21created E-Type and the XJS.
01:26These were objects of desire.
01:30Sir William Lyons, our founder, many years ago said, a Jaguar should be a copy of nothing.
01:38Don't be held back by the past.
01:40Be brave.
01:41Be fearless.
01:43Be nothing.
01:45Create new objects of desire.
01:48These were exactly the words I used to brief my creative team.
01:55Type 00 is the first physical manifestation of the new Jaguar brand that's influenced
02:02by the desire to recapture the essence of Jaguar's original creative conviction.
02:10This is a taste of things to come.
02:13And those of you who know me, know I don't believe in concepts unless they become a reality.
02:22Look at its jaw-dropping proportions.
02:25That's what we mean by exuberance.
02:30Its long bonnet doesn't conform to electric vehicle design, and why should it?
02:37Look at its uncompromising modern surfaces, dramatic intersections, and flawless details.
02:46At our very best, we have never conformed.
02:51And this uncompromising creative approach runs from these exuberant proportions all
02:58the way through to the finest details.
03:01Our powerful symbols of change follow this exact principle.
03:07Each symbol has meaning.
03:09The leaper always leaping forward, never backwards.
03:13The monogram our seal of approval, and our wordmark is the future face of Jaguar.
03:20Strike through is another symbol, and the name given to the horizontal lines repeated
03:27throughout Type 00.
03:31It symbolizes Jaguar's desire to strike through convention.
03:37The strike through is at its most prominent at the rear, accentuating the vehicle's beautifully
03:45sculpted haunches.
03:48Inside, the sense of drama continues.
03:52Tactile and forward-thinking materials and details come together to create a feeling
03:58of occasion.
04:01Color is another key component of our new brand.
04:05London blue, a homage to our British heritage, while also paying tribute to our favorite
04:13E-Type.
04:15Miami pink, a color that is synonymous with this city, its architecture, its art, even
04:23its football team.
04:24Or should I say, soccer?
04:28Clearly, our creativity doesn't conform, so why should our technology?
04:35Our new range of vehicles, unlike many others, will use a completely unique electric platform.
04:43Even with these large wheels, there is no range anxiety with an impressive 430 miles.
04:51These will be the most powerful Jaguars ever, and will be capable of producing 1,000 horsepower.
05:00Jaguar has no desire to be loved by everybody.
05:05It has already stirred emotions, and it will continue to.
05:10Some may love it now, some may love it later, and some may never love it.
05:17And that's okay, because that's what fearless creativity does.
05:22This is the original essence of Jaguar, and for me, it's been an honor to lead the creative
05:29reimagining of this great British brand.