Painted in a screaming “French Ultramarine” color and set against the grey Paris skies, the all-electric Jaguar Type 00 looked as unreal on the road as in the promotional material.
The remake of the British automaker’s luxury brand continued to divide public opinion as the concept car made its debut at Paris Fashion Week, where it was seen scurrying celebrities between shows.
It was first spotted in front of the Peninsula Hotel earlier this week, arriving with Irish actor Barry Keoghan in the passenger seat. Jaguar described it as the car’s “Paris debut” in an Instagram post, noting that it was still a “non-production vehicle.”
The company chose a bespoke bright blue shade called French Ultramarine to showcase the concept Type 00 model in the French capital. Jaguar had previously unveiled three other colors: London Blue, Miami Pink, and Paris Gold.
The new Jaguar was also spotted carrying actors Jamie Dornan and Zoë Saldaña, with one of the captions on the company’s social media reading, “Seeing is believing” and “No effects needed” – likely a nod to observers who remarked that the car looked “unreal” or “AI-generated.”
The car has sparked strong reactions ever since Jaguar announced it was rebranding last December in a controversial campaign that promised to “copy nothing.” It now firmly belongs to the category of things people either love or hate, with seemingly no middle ground.
Talk of the town
One of the more common social media reactions on the model’s Paris appearance was a vomiting face emoji, with some of the more original comments comparing it to a “Minecraft car mod,” a “Roblox car,” and a “Lego brick.”
“Why does it look like a rendering?” one Instagram user pondered, echoing a common sentiment regarding the car’s futuristic design.
Others accused Jaguar of ruining the "quintessential" British marque, and suggesting the company “should have used the money spent on celebrities to hire competent designers instead.”
“This car is so ugly, it's kind of comical, it looks like it came out of a badly drawn cartoon and [was] brought to real life,” one dissatisfied observer remarked.
However, there were also plenty of positive reactions for Jaguar’s “bold” design and there were also signs that the company managed to sway some skeptics.
“Why do people hate? It’s a good looking vehicle and it’s different, which is refreshing. Did they mess up the rebrand campaign? Yes, massively. But the car itself is rad!” one Instagram user said.
Others described the car as “epic” and “cool.” One Reddit user said, “Jaguar caught a lot of flack for the rebrand, but honestly it’s refreshing to see a big corporation do something out of the box.”
“Even if you don't like it, you have to be impressed that Jag hasn't made just another blobby car,” another said, praising the car’s “old school GT bodystyle, long bonnet, lowish roof line, [and] cabin over the rear wheels.”
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Regardless of the sentiment, Jaguar’s rebrand was designed to spark conversation – and by that measure, it appears to be succeeding.
Jaguar has stopped making new cars in 2025 as it transitions to a fully electric company that should conclude next year. It means that the production of Type 00 is unlikely to start before 2026, and it’s expected to cost over £100,000 ($129,000).
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