Jaguar’s type000 is its innovative all electric concept car. The reception has been equally polarized, with some hearty praises coming along with criticisms as well. Some have branded this design as “rubbish” and asked the people who have designed it to “go back to the drawing board.” Others, on the other hand, have described the elegant shape, which is fastback style profile of the car along with a long hood and 23 inch wheels, as ‘stunning’. 

In fact, Jaguar's boss Rawdon Glover wants people to react the way they have reacted. A brand makeover is something which Jaguar is currently undergoing since its intention is to be an all electric car maker by 2026. The aim is to change the paradigm and image of Jaguar to a more luxury oriented brand rather than just being volume based. 

“Jaguar needs to be bold and disruptive to cut through and get our message across,” Glover stated in his remarks to the BBC. While the Type 00 concept will never be mass produced, it is an indication of the direction Jaguar products will take in the future – namely eye-catching designs coupled with an emphasis on intense dramatic styling. 

The design concept contains quite a number of distinctive features which include a long sculpted bonnet, a panoramic roof, and interior stylized in the spirit of architecture and elite interiors. They were quoted as having "torn the rule book" for this new language, which is also supposed to represent the glorious past of the brand. 

Nevertheless, the transition in question consists of targeting a higher scale than in the past as Jaguar seeks to enter the premium EV market. James May, a former presenter of Top Gear, has stated comments where he has said the first production model developed from the Type 00’s design range is expected to go for more than £120,000 which in his words, “is the aim, but to that price, I suppose it should be registered. I can’t complain about it.” 

While Others like him criticise the design, May did not hide his feelings about the vehicle in broader terms: “Jaguars have been saying that they will not copy nothing, so there’ll be quite a lot of other concept cars in that new Jag, so that’s why I wanted something most futuristic”. 

Still, some analysts believe that the two-dimensional approach taken by the proponents is narrow-minded. Keim said ‘The Wealthy Elite Driving Them in Beverly Hills’, is one revenue model; This is not the way to go” '.' 'Electric automobiles cannot only be for the rich,' she argued. 

For now, however, Jaguar says it has refused to recapture its aesthetic roots to cut costs. Glover stated, ‘Nobody needs a vehicle at £120,000. You have to want one.’