Some political types, including a U.S. President with his own social media company, recently took time off from planning (or apparently, failing to plan) a war to denounce a Jaguar ad campaign for being "woke". Apparently this was because a commercial featured multi-ethnic people of sometimes undefined gender wearing bright, high-fashion clothing that looked a bit to this writer like balloons. Oddly, though the commercial referred to a new Jaguar EV that "copies nothing", it failed to show any shots of the car. When we got a look at the new Jag 00 (that's zero zero) we understood why...
The new all-electric concept car promises a thousand hp, and designer Gerry McGovern claims it was inspired by Jaguar's E-Type, a car that first appeared in April 1961. Back in that era, in the back pages after the end of a paperback novel you'd see ads that might claim if you liked "All Quiet on the Western Front" you'd enjoy something from Mickey Spillane's Mike Hammer series, or that if you appreciated "Ship of Fools" you'd go for "Valley of the Dolls." McGovern's claim to have been inspired by the E-Type seems to fall into the same category of fabricated links. Just in case you weren't around for that new model intro in 1961, here's a shot of an early E-Type coupe to jog your memory...
Fail to see the resemblance between the E and the 00? Apparently you have to squint really hard. Or maybe take some kind of psychedelic drug...
The minions of Jaguar Land Rover have even gotten rid of the time-honored Jaguar type font on their concept car, along with the "leaper", the famous leaping cat symbol. This may be part of an effort to get potential purchasers to lower their expectations, because the makers have also seemingly hit the delete button on any awareness that a car, even one with a thousand horsepower, must pass through the air. Back when Malcolm Sayer designed the E-Type, he'd kept that in mind. By contrast, the bluff-fronted 00 looks more like a refugee from a pickup truck mock-up study.
Ian Callum had aerodynamics in mind when he designed the F-Type, a belated follow-up to the E-Type which began production in 2013 and sold nearly 88,000 copies over its production life of eleven years. That's more cars than the E-Type sold over 13 years of production. It all ended, though, in June 2024, when Jaguar stopped production of this and other car lines to prepare for producing a line consisting entirely of electrics with higher price tags.
The 00 designer Gerry McGovern is best known for his work on the latest Land Rover Defender, which is not a paragon of aero thinking, and has managed to revive running boards, along with an odd floating square of what looks painted metal running over the C-pillar into the side rear windows. Like just about any SUVs in the current market, it seems to be selling well. But you don't need to be very old to recall what happened to SUV sales back during the great recession, when gas prices peaked in 2008.
If there's anything on the road that shares any design themes with the flat-fronted Jag 00, it could be Tesla's Cybertruck. Despite being in the environmentally-friendly category of EVs, the Cyber manages to look as hostile as the 00. Apparently in an effort to manage the difficulty of forming stainless steel, the designers went with flat panels. This led to sharp edges all over the place, and with panels flying off some early examples. The resulting form looks like it was designed to kill whatever it hits, and the nearly 7,000-pound vehicle has not been authorized for sale in the European Union.
Even wheels and tires, which are, after all, unavoidably round objects, are framed by antagonistic looking cutouts.
Who knows, perhaps the fashion for sharp-edged, hostile-looking vehicles will go the way of other fashions. Fashion, in any case, has always been a mystery to this writer. During an oddly warm winter of repeated fire alerts here in the West, it's appealing to remember that the best industrial designers are usually concerned with maximizing efficiency and avoiding waste, getting the most from limited resources.
*Footnote: The Jaguar E-Type has been featured in our posts before, on 8-13-17 and 5-31-19, and most recently on Sept. 30, 2025.
Photo Credits:
Top, 2nd & 5th from top: Jaguar Land Rover
All other photos are by the author.












































