The most important concept car in Jaguar’s 90-year history, the brave and uncompromisingly provocative Type 00 kicks off a bold strategy designed to reinvent Jaguar as a 21st-century modernist luxury brand that can make money selling significantly fewer cars than before at much higher prices.

Jaguar’s chief creative officer, Gerry McGovern, revealed the striking Jaguar Type 00 concept, saying “I don’t believe in concepts unless they become a reality” – a hint that the striking styling of the design vision concept car will make it through to production.

The Jaguar Type 00 is a masculine design, with feminine colors, the look of a high-performance gas muscle car, under a classic British road car brand, that is electric making it potentially the hardest/most expensive car to launch since the Edsel.

Jaguar's rebranding sparks debate, with the Type 00 Concept facing criticism while a modified pickup variant gains praise for its design.