#CopyNothing broke the internet

Was it the biggest car launch ever? Not quite.

The impact of the E-Type was so profound 60 years ago that it is now, unquestionably, a cultural icon. Will we see the same for the Type Zero Zero? I really hope so.

I’ve always been a huge Jaguar fan. A motorsport nut with a penchant for British heritage. Yes, I’m biased, but I can’t help seeing British motorsport heritage in the design lines of the T-00. A concept is very much a concept, a playground for designers but there are elements of the concept that evoke memories of the Lotus Europa and TVR T350, with even a touch of the original DB5 in the rear quarter.

Looking at these cars, I see hope for the future of British car manufacturing. But…

∙Cars are bought based on reviews, reliability, quality, brand and design.
∙ 99% of people commenting on the launch have likely never considered purchasing a Jaguar.
∙ The reputation of JLR Group has taken hits from reliability issues, security concerns, and poor reviews.
∙ As one of the smallest in the group, Jaguar has felt this the hardest.
∙ In 2023, Dacia sold almost +1,000% more cars than Jaguar (658k vs. 64k). Only Lancia, with 48k sales, kept Jaguar off the bottom step.
∙ Sadly, the brand was dead, bankrolled by the mothership.
∙ Let's get real. It's been a long, long time since Jaguar was aspirational.

Until now.
- They’ve stirred emotions.
- They’ve created noise.
- They’ve differentiated themselves from the competition.
- Their design principles feel unique and could mark the start of a new legacy.
- They have taken 'culturally departed' to the next level. That takes bravery.
Love it or hate it, Jaguar has awakened a new audience to their brand.

Sure, they've got a way to go before they hit Elon-level hype, but now that they've caught our attention, maybe they'll dial back the "woke" and lean into the quality craftsmanship that Jaguar is famous for.