Jaguar's rebrand, culminating in a concept car this week, got rave reviews from some ad industry vets. But its true success will take time to measure.

Jaguar unveils the Type 00 concept car, signaling a new electric vehicle era, but public reaction is largely negative.

Jaguar has revealed the new Jaguar Type 00 – the car behind the controversial ‘copy nothing’ brand relaunch in November. The concept gives us a preview of the three new, all-electric, luxury Jaguars that go on sale from 2026 and was revealed by Jaguar’s chief creative officer Gerry McGovern at an exclusive event at Miami Art Week.