Jaguar electrifies luxury and Formula E: an unexpected renaissance
What if the future of electric vehicles lay in the hushed roar of an English feline? Jaguar, long in the doldrums, is making a comeback that’s as stylish as it is ambitious. Brutalist design, Formula E, docu-series… the brand is now playing the technological emotion card.
Jaguar, from mythical past to radical transformation
Born in Blackpool in 1922, Jaguar has long embodied a certain idea of English luxury: feline elegance, sculptural lines, aristocratic prestige. But time has caught up with it. The manufacturer admits it: two decades of wandering. Yet the awakening is brutal. And it’s a totally assumed one.
Driven by a clear objective – to become desirable again without giving in to imitation – Jaguar aims high. Very high. With breathtaking concepts, a rethought customer experience and a presence in pop culture via Amazon Prime Video.
Type 00, a rolling manifesto
Unveiled in Monaco at the double E-Prix 2025, the Type 00 concept isn’t out to please – it’s out to mesmerize. French Ultramarine” paint, 23-inch wheels, and a soundtrack recreating the mythical roar of the C-Type. Emotion is everywhere. So is the nod to history. Even Barry Keoghan (Inisherin’s Banshees) has been spotted in the cabin, proof that Jaguar targets minds as well as retinas.
Formula E, a land of emotions and innovation
Jaguar is committed to Formula E right through to Gen4 (2026/2027), and not just as a stylistic exercise. It’s a strategic laboratory and a narrative showcase. Objective: to connect a new generation to the electric world. How? By focusing not only on performance, but also on the human story. Through Mitch Evans, star driver of the Formula E: Driver series on Amazon, the brand is entering homes, hearts and conversations.
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