The automobile maker’s new visual identity has been given context with the unveiling of the Type 00, but does it demystify a design language that many have failed to understand?
Setting out to be truly original is a high bar to set, yet that is what Jaguar is trying to do by focusing on its ‘Copy Nothing’ positioning in the wake of the Type 00 concept car launch, unveiled in Miami last night.
To state the necessary but obvious, Jaguar will still be making cars running on electric powertrains, so is not creating anything jaw-droppingly original in this sense. Some concept cars are wild, fantastical visions of the future, featuring many ideas that are never taken forward.
Much needed specificity
In this case, the company is serious about the concept leading to something: a long-distance grand tourer, to be revealed late next year, built in the UK, offering a 430-mile driving range on …
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