Jaguar Type 00 Concept: Smoke, Mirrors, and a Glimmer of Hope

There’s life in the old girl, yet.

Legendary British carmaker Jaguar has been attracting a lot of attention as of late, and until this week, none of it had much to do with cars.

The builder of the fabled E-Type sports car has fallen on hard times, and its product lineup has been reduced to a single, slow-selling crossover. Jaguar has promised to make a bold return to the luxury-car market, this time with a portfolio of electric vehicles positioned in price and prestige well above marque’s traditional mainstream-luxury niche.

Type 00 Concept

But until now, we have seen little to suggest that any real product was in the offing. Instead, Jaguar recent shared both a collection of video shorts featuring oddly clad fashion models, and revisions to the maker’s traditional typeface and logo. While certainly interesting, the new look did more to confuse matters than suggest that meaningful news was imminent.

All that just changed, sort of, with the carmaker sharing concept-car images that look, frankly, too incomplete to foreshadow much. But, you decide for yourself.

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

To these eyes, the concept looks a little like a cross between a Bentley Continental and the Cadillac Sixteen Concept from earlier this century. And while the silhouette is arguably bold, it isn’t especially interesting. But you be the judge.

CG Says:

Jaguar’s recent social-media activity has earned the maker oodles of free attention, and the Type OO Concept proves there’s some life in the old girl, yet. Still, we don’t see much here that suggests that brand is on the comeback. Hopefully there’s more to the story.