You might have heard that Jaguar has a new concept. Actually, that’s underselling it. Jaguar has a new everything. The automaker wants to reposition itself as a more expensive, more exclusive brand and has scrapped its entire existing model line and come up with a suite of new badges and logos.

New logos won’t save the company from oblivion, but Jaguar is hoping a trio of new cars might, and today we were introduced to a concept designed to shows us how they could look. The Type 00 is a two-door coupe that previews a four-door electric coupe we’ll see in production form at the back end of 2025 and on the street a few months later.

Related: Radical Jaguar Type 00 Concept Previews Make-Or-Break MY26 Electric Sedan

Two more cars will follow before 2030, all riffing on the same new design language. None will look anything like today’s Jaguars when you see them heading towards you. Type 00’s square face shows no evidence of the classic E-type oval grille or the boxier, mesh-filled version seen on more recent cars that can be traced back to the 1968 XJ.

The clean surfaces and lack of curves are both modern and modernist, recalling the minimalism of cutting edge 1930s and ’40s product design and architecture. But Jag’s designers couldn’t help but make a few nods to the company’s past masters.

Though you could hardly call it a retro design, the long-hood, short-deck proportions are ripped straight from the original E-type coupe’s blueprints. And the vertical panel between the fender and the 23-inch front wheel also comes from the same Jaguar icon. Fortunately the track width to body ratio is not borrowed from the E-type – the concept’s huge rims are pushed right out to the edges of its swollen arches, and then some.

More: Everything We Know About The $130K Jaguar Type 01 Electric Sedan

It’s a brave, ambitious bit of design, no doubt, and not everyone will love it. So which camp are you in? Do you love or hate Jag’s new design direction? Take part in our poll and then drop a comment below to tell us what you like or loathe about the Type 00.

Finally we can stop talking about Jaguar’s new logos and get back to talking about its new cars. And there’s plenty to talk about because the automaker today revealed the Type 00 concept and it’s as polarizing as the new brand marks and fashion-show Instagram ads.

Previously referred to as the Design Vision concept, the Type 00 (say ‘zero zero’) is a confidently modern two-door coupe that previews a four-door production GT set to debut in late 2025. ‘Type’ is a reference to Jag’s iconic E-Type and the recently axed F-Type, and the two zeroes refer to the EV’s lack of tailpipe emissions and its status as car zero in the reinvented automaker’s lineup.

Related: In Wake Of Controversial Campaign, Jaguar Boss Said It Had To Shake Things Up

Available technical details are few, but Jag does confirm that the car rides on its new JEA electric platform and that it’s targeting 478 miles (770km) WLTP and 430 miles (692 km) of EPA range. And if that’s not enough to complete your journey, you can add 200 miles (321 km) of range in 15 minutes.

For info about charging speeds, motor specs and battery sizes we’ll have to wait. This month’s concept unveil at Miami Art Week was all about establishing the very different look of the next generation of Jaguars, and getting us comfortable with the idea of Jaguar as a true luxury brand, rather than a premium one.

Gone is the mesh-filled, squircle-shaped radiator grille, something even the i-Pace EV featured, and in its place comes a starkly modern face with a slatted rectangle containing the controversial jaGuar lettering and flanked by two ultra-slim LED lights.

The back end is equally industrial looking, the fat rear fenders separated by another rectangle filled with horizontal slats. This time the slats are slimmer and there are more of them, plus horizontal light bars top and bottom. And as predicted, the Type 00 has no rear window – the liftback hatch panel is the same Miami Pink color as the rest of the bodywork.

Jaguar also showed a second car painted in London Blue, a reference to the brand’s British roots and its 1960s heyday, and also a nod to the pair of E-types that appeared at the sports car’s 1961 launch. Jag’s purposely limits specific mention of its most famous car to that reference, but the Type 00’s proportions, particularly evident in the cab-backwards profile and rear three-quarter views are clearly intended to remind us of the iconic E-type coupe, without falling into a retro rabbit hole.

More: Jaguar EV Concept Says Bye-Bye Rear Window, Hello Air-Con Vents

But there are also obvious hints of Range Rover in the design and it’s easy to see why JLR creative boss Gerry McGovern and his team would want to do that. Jaguar is part of JLR and has struggled to find sales and its own identity, two things Land Rover has had no trouble achieving. The Type 00 feels like the Range Rover coupe that Land Rover could never build using that branding.

The brown-colored piece of trim ahead of the door contains pop-out cameras to help when parking, and is fashioned out of brass, a material that’s repeated on the interior on the steering wheel’s bottom spoke and a 3.2-meter (126 inches) spine running the length of the cabin. Other key materials are stone and textiles. Wood and leather? Sorry, that was old Jag.

Notably missing from the interior images despite being a mainstay of every new car is any kind of digital screen. Jag says they’re hidden them in the dashboard and, like the stowage areas, glide out on electric power when needed. Drivers can also change the cabin lighting and look of the digital displays by retrieving one of three totems hidden behind a door on the front fender (the Range Rover-esque filler panel located just behind the 23-inch front wheel) and placing them inside the center console.

That last bit is concept car nonsense, but much of what we can see on the Type 00 will transfer to the production sedan scheduled for reveal this time next year and on sale in the first half of 2026. And the same ideas and design language will show up on two more vehicles Jag will introduce before the end of the decade, at least one of which will be an SUV/crossover.

What do you think of the Type 00? Is Jaguar heading in the right direction? Was it right to be so radical? Or has it signed its own death warrant? We want to hear your thoughts so drop a comment below.

Jaguar has unveiled its overhauled branding identity, marking the beginning of its EV-only era. The British marque showed off its slick new logo ahead of the December 3 reveal of the Jaguar Design Vision Concept—a precursor to a production luxury electric sedan that will follow in 2025.

The company says the reinvention is grounded in the philosophy of its founder, Sir William Lyons, who famously declared, “A Jaguar should be a copy of nothing.” The updated design language and graphics aim to communicate Jaguar’s transformation, both stylistically and in terms of its ambition to reclaim its place in the luxury market.

More: YAWN! Leaked Photo Explains Why Jag Abandoned Boring Electric XJ Project

The refreshed identity centers around four core design elements. First is the “Device Mark”, a minimalist new logo rendered in a distinctive typeface, notable for its symmetry and restraint. Then comes the “Strikethrough,” a horizontal graphic motif that seems destined to leave its mark (pun intended) on future models. Then we have the “Exuberant Colors”, which show Jaguar’s association with art. Finally, the “Makers Marks” are two symbols – Jaguar’s traditional leaper, and a new monogram incorporating the letter j (and, possibly, r, though we can’t be sure since, with that font, it’s basically an inverted “j”).

These visual updates will debut on the upcoming concept vehicle and trickle down to the trio of all-electric production cars Jaguar has promised to launch before 2030.

Professor Gerry McGovern, Jaguar’s Chief Creative Officer, said: “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

Jaguar’s Chief Creative Officer, Professor Gerry McGovern, describes this rebranding as a return to the brand’s roots, with an eye fixed on the future. “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” he said. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

Meanwhile, Managing Director Rawdon Glover called the transformation a “complete reset,” adding that the team had to be “fearless” in its execution.

To accompany the unveiling of the Jaguar Design Vision Concept, the brand will host a series of gallery exhibitions in Miami across two separate locations. The displays will feature works of “ground-breaking emerging artists who share its ethos of Copy Nothing”.