The Jaguar Type 00, debuting in Miami, blends bold design and futuristic features, but early reactions have drawn comparisons to Barbie and the Pink Panther rather than traditional luxury.

Jaguar’s long-awaited electric concept car, the Type 00, was finally unveiled in Miami on Monday, following an unexpected leak of images earlier in the day. The striking vehicle, which marks a bold new direction for the British carmaker, has already stirred online debate, with many commenting that its design may appeal more to fans of the Pink Panther or Barbie than the brand’s traditional, luxury-oriented customers.

The car comes in two eye-catching colours: Miami Pink and London Blue, with the latter described as a modern homage to the opalescent silver blue of Jaguar’s iconic E-Type. The Type 00 is part of Jaguar’s major rebrand as the company transitions to a fully electric lineup, a move that has already sparked controversy among some purists.

The vehicle’s design is undeniably bold. Its most distinctive features include a rear windscreen replacement with rear-view cameras located behind gold patches near the front wheels. In addition, the absence of traditional side mirrors is replaced by sleek rear-facing cameras, with the images displayed on screens within the cabin. These innovations, while futuristic, contribute to a design that diverges significantly from Jaguar’s classic aesthetic.

At the front, the Type 00 showcases a windscreen that seamlessly blends into the side windows, creating a wraparound effect that has been compared to a racing helmet. The car’s oversized wheels and dramatic wheel arches contribute to its unapologetically flamboyant look, which has drawn mixed reactions from both enthusiasts and critics.

Jaguar has described the Type 00 as a “concept with bold forms and exuberant proportions to inspire future Jaguars,” positioning it as a stepping stone toward the company’s vision for the electric era. While the car will remain a concept for now, its potential production version is expected to arrive in late 2025, with an anticipated price tag of over £100,000.

The car uses a dedicated electric platform and is expected to offer an impressive range of up to 478 miles on a single charge. In a significant leap for electric vehicle technology, Jaguar claims the Type 00 can charge 200 miles in just 15 minutes, a feature that could make the vehicle a game-changer in the luxury electric market.

The Type 00 marks the first of three new electric cars Jaguar is planning to launch by 2026, following a lengthy hiatus from introducing new models. The company has pulled most of its petrol cars from sale to focus on its electrification strategy, which has been slower than some of its competitors. To support this shift, Jaguar is investing £18bn in the development of electric models, including battery versions of its popular vehicles.

Jaguar Land Rover CEO Adrian Mardell, speaking ahead of the car’s debut, said: “The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry, and emotional magnetism.” He added that the company was aiming to target a new generation of customers as it moves away from selling traditional petrol and diesel vehicles.

The unveiling of the Type 00 follows a controversial rebranding effort by Jaguar, which includes a new logo written as “JaGUar” and advertisements featuring no cars but instead diverse models and the provocative slogan “copy nothing.” The campaign has generated mixed reactions, with some accusing the brand of becoming overly “woke.” However, Jaguar maintains that these changes are essential as it adapts to the needs of a younger, more environmentally-conscious customer base.

While many Jaguar fans remain loyal to the brand’s classic look, the company is clearly determined to make its mark on the electric vehicle market. As more manufacturers race to build electric luxury cars, Jaguar’s bold approach with the Type 00 is an indication of its commitment to standing out in a highly competitive market.

Despite the controversies and the polarising reactions to the Type 00’s design, the vehicle’s potential to redefine Jaguar’s future in electric cars is undeniable. Whether it succeeds in appealing to its traditional audience or captures the hearts of a younger demographic remains to be seen, but one thing is certain: Jaguar’s journey into the electric age is only just beginning