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Reimagining Jaguar’s Future: My Type-00 Concept and the Risk of Forgetting Heritage

As the automotive world buzzes with designers crafting their own interpretations of the Jaguar Type-00, I also re-imagined the vehicle as part of a personal creative exercise. However, I believe it’s crucial to address the elephant in the room: Jaguar’s presentation strategy. While the Type-00 is not inherently flawed in design—it’s bold and different, much like the Cybertruck was in its debut—the real issue lies in how Jaguar introduced it to the world.

Jaguar has never struggled with car design. In fact, their portfolio boasts some of the most iconic vehicles ever created: the sleek F-Type (2014), the timeless XK120 (1949), the elegant XJ-12-C, the sophisticated XF (2011), the iconic E-Type Roadster (1961), the luxurious XJ (2012), and my personal favorite, the breathtaking XJ220. These models exemplify Jaguar’s design rich heritage.

As an Industrial and Automotive Designer, I feel compelled to address the potential risks Jaguar faces with its current rebranding strategy.

Heritage vs. Innovation: A Delicate Balance

Jaguar’s decision to radically depart from its established design language with the Type-00 comes with significant risks:

Brand Dilution: The dramatic shift away from Jaguar’s classic design elements may confuse loyal customers and dilute the brand’s identity.

Alienating Core Demographics: The new direction, particularly bold color choices like “Miami Pink,” risks alienating Jaguar’s traditional customer base who value sophistication and understated luxury.

Disconnect with Heritage: The absence of familiar Jaguar design cues—like the iconic leaper—has left many questioning whether Jaguar still values its roots.

Other luxury brands have faced similar challenges when attempting radical rebrands:

Gap’s Logo Fiasco of 2010: A hasty retreat to their original logo after public backlash over a generic redesign.

Tropicana’s Packaging Mishap (2009): A 20% sales drop following a redesign that removed familiar brand elements.

To mitigate these risks, I propose strategies for brands considering radical changes:

Evolutionary design: Introduce new elements gradually while maintaining ties to brand heritage.

Stakeholder Engagement: Involve loyal customers and enthusiasts in development processes to ensure buy-in.

Clear Communication: Articulate how changes build upon brand strengths rather than replacing them entirely.

Diversified Portfolio: Retain models that cater to traditional tastes while pushing boundaries with others.

Innovation is essential for growth but must be balanced with respect for brand heritage. The Type-00 concept is not inherently flawed; it’s the presentation and context that require refinement. Jaguar has a legacy of creating some of history’s most beautiful cars. By leveraging this strength while exploring new directions, Jaguar can evolve without risking alienation.

As industry leaders, we must remember that our brands are not just products but emotional connections with our customers. Let’s innovate responsibly, ensuring that our leaps forward don’t leave our loyal base behind.

Note: Did you spot what I did in my concept to connect it back to Jaguar’s heritage?

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The Strategy of Launching Car Companies with High-End Models

Photo by: M. Caetano

Starting a car company with a high-end sports car or luxury vehicle is not a recent innovation. This approach has been a cornerstone of the automotive industry, predating Elon Musk’s Tesla Roadster by many decades. It allows new manufacturers to establish their brand identity, showcase cutting-edge technology, and attract attention from both media and consumers.

Here’s a list of companies that followed this path, including both historical and contemporary examples:

Historical Pioneers

Ferrari First Car: Ferrari 125 S (1947)
Impact: Established Ferrari as a leader in high-performance vehicles, laying the foundation for its growth into a globally recognized luxury automaker.

Porsche First Car: Porsche 356 (1948)
Impact: Made Porsche synonymous with performance and engineering excellence, enabling expansion into other segments.

Lamborghini First Car: Lamborghini 350 GT (1964)
Impact: Positioned Lamborghini as a direct competitor to Ferrari, growing into an iconic supercar manufacturer.

Modern Innovators

McLaren First Car: McLaren F1 (1993)
Impact: Set benchmarks for performance and design, establishing McLaren as a serious player in the automotive world.

Acura First Cars: Acura Legend sedan and Integra hatchback (1986)
Impact: Helped Acura grow into a major player in the premium automotive segment.

Lexus First Car: Lexus LS 400 (1989)
Impact: Redefined luxury, allowing Lexus to compete directly with German luxury giants.

Contemporary Examples

Polestar First Car: Polestar 1 (2017)
Impact: Demonstrated Polestar’s engineering capabilities, paving the way for its fully electric lineup.

Lucid Motors First Car: Lucid Air (2021)
Impact: Set new standards for electric luxury sedans, establishing Lucid as a credible rival to Tesla.

Faraday Future First Car: FF 91 (2023)
Impact: Represents Faraday Future’s ambition to disrupt traditional automakers in the ultra-luxury EV market.

Strategic Approach

Launching with a high-end model offers several advantages:

– Establishes strong brand identity
– Attracts significant media attention
– Showcases cutting-edge technology
– Provides higher profit margins for future development
– Creates a halo effect for subsequent offerings

This strategy has proven effective across decades of automotive history, from Ferrari’s early V12s to modern electric pioneers. It remains a powerful way for new entrants to carve out their place in an increasingly competitive market.

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Honda’s 0 Series Prototypes: The Future of EV Design

Photo by: Honda

Honda’s unveiling of the 0 SUV and 0 Saloon prototypes at CES 2025 marked a significant leap in the car design philosophy.

These vehicles embody Honda’s “Thin, Light, and Wise” approach, pushing the boundaries of what we expect from electric vehicles.

The 0 Saloon, Honda’s flagship EV, showcases a bold departure from conventional designs. Its low-slung profile and wedge-shaped styling set it apart in a market saturated with similar silhouettes.

In contrast, the 0 SUV prototype presents a fascinating evolution of the Space-Hub concept introduced at CES 2024. Its design language blends elements reminiscent of the Polestar 3 and Hyundai Ioniq 9, resulting in a minimalist, almost spaceship-like aesthetic. The slightly boxier shape diverges from the typical teardrop profile seen in many SUVs, prioritizing interior space and practicality without compromising on style.

Both models feature distinctive rectangular taillights encircling a simplified Honda logo, a design cue that’s becoming a signature element of Honda’s EV lineup. This attention to detail in lighting design is crucial in creating a strong brand identity, especially at night.

Interestingly, the design approach of Honda’s 0 Series bears similarities to the journey of Hyundai’s recent models. The 2024 Hyundai Santa Fe, for instance, initially raised eyebrows with its bold, blocky profile reminiscent of certain British off-road vehicles. However, this daring design choice has since gained acceptance and appreciation among customers, much as the Hyundai Ioniq 5’s unique styling has become a hallmark of forward-thinking design.

The interior design of both 0 Series models deserves special mention. Honda has embraced a “terrace” approach to passenger and cargo space, emphasizing openness and flexibility. This philosophy is evident in the spacious cabins, which appear larger than the exterior dimensions would suggest.

From a designer’s perspective, what’s particularly impressive is Honda’s commitment to balancing form and function. The wedge-shaped designs aren’t merely aesthetic choices; they contribute to the vehicles’ aerodynamics, crucial for extending range and efficiency in EVs. Similarly, the boxy rear of the 0 SUV, while stylistically bold, serves the practical purpose of maximizing cargo space and rear passenger headroom.

In conclusion, Honda’s 0 Series prototypes represent a harmonious blend of innovative design and practical functionality.
They demonstrate that EVs can be both visually striking and highly functional, potentially setting new standards in automotive design.

As with the evolution of Hyundai’s designs, it’s likely that the initially bold choices made by Honda will pave the way for a new era of EV aesthetics, challenging and ultimately reshaping consumer expectations in the electric vehicle market.

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Electronics Giants Enter the Automotive Arena at CES 2025

Photo by: Honda/Sony

This year at CES 2025, we’ve witnessed a significant shift in the automotive industry as electronics companies make their entrance into automotive design, signaling a new era where EVs are increasingly blurring the lines between vehicles and electronic devices.

Sony Honda Mobility (SHM) showcased their Afeela 1, demonstrating how consumer electronics expertise can translate into automotive innovation. The Afeela 1 isn’t just a car; it’s a tech platform on wheels, emphasizing AI capabilities, advanced driver assistance systems (ADAS), and seamless connectivity.

Samsung, through its subsidiary Harman, is leveraging its technological prowess to redefine the in-vehicle experience. Harman announced collaborations with leading companies across the tech and automotive sectors, focusing on creating intelligent and intuitive user experiences in cars. Their partnership with Cerence AI has led to the launch of “Luna,” an advanced AI system for vehicles, demonstrating the increasing importance of AI in automotive design.

More Electronics, Less Mechanics

The trend of electronics companies entering the automotive space reflects the fundamental shift in vehicle architecture brought about by electrification. EVs are, at their core, more akin to electronic products than the ICE predecessors. This shift is evident in several key areas:

Software-Defined Vehicles (SDVs): The emphasis on software and AI in modern EVs aligns perfectly with the strengths of electronics companies.
User Experience Focus: The in-car experience is becoming increasingly digital, with features like advanced AI assistants providing a high degree of personalization.
Advanced Displays: BMW’s new Panoramic iDrive system, featuring the BMW Panoramic Vision full-width windshield display, exemplifies the trend towards more immersive and informative in-car displays.
Sensor Integration: Companies like Omnivision and Philips are bringing their expertise in sensing technologies to create advanced in-cabin monitoring systems.

The Future of Automotive Design

As we move forward, the fusion of automotive and consumer electronics will only intensify. The automotive industry is seeing a rapid evolution in vehicle architecture, with a greater emphasis on software integration and electronic systems. This shift means adapting to a new paradigm where UX/UI design, software integration, and electronic systems play an increasingly central role in the vehicle development process. The challenge lies in seamlessly blending these high-tech elements with the traditional aspects of automotive design – aesthetics, ergonomics, and performance.
For those of us in the industry, it’s an exhilarating time to be at the forefront of this transformation, shaping the vehicles that will define the next era of mobility.

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My Journey with AI as an Industrial Designer: Creating a Circular-Shaped Printer

Project by: M. Caetano

Artificial Intelligence (AI) has become a powerful tool in industrial design, offering unprecedented opportunities for creativity. However, it comes with significant challenges—especially when creating something truly novel that deviates from established norms.
Try to design a circular-shaped printer, and you will discover AI’s key limitations:

Training – AI is trained on existing ideas and products; anything new will confuse and challenge the AI.

Manual Editing Required – AI-generated outputs often need extensive manual adjustments to achieve desired quality, shape, and accuracy.

Limited Context Understanding – AI tools struggle to grasp nuanced project requirements, necessitating constant manual refinement.

Creativity Balance – While AI handles complex calculations, human designers bring essential intuition and emotional intelligence.

Skill Adaptation and Transparency – Integrating AI into the design process requires learning new tools and methods while adapting workflows. Additionally, there’s a growing need for transparency in how AI algorithms work to build trust among designers, stakeholders, and end-users (more on this in my next article).

My Strategic Approach

To overcome these challenges, I developed a structured workflow:

– Use AI for initial concept generation.
– Manually refine designs using Photoshop, Affinity Design, Sketchbook, SolidWorks, and other tools.
– Create an iterative design process.
– Push creative boundaries beyond AI-generated outputs.
– Validate designs with stakeholders.

Following this approach, I was able to get the results I was looking for.

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Design Echoes: The New Jaguar Type 00 and the Legendary XJ220

Amidst ongoing discussions about Jaguar’s latest concept car, the Type 00, I’ve noticed fascinating design parallels with one of Jaguar’s most iconic supercars – the XJ220.

The XJ220 was a groundbreaking supercar that emerged from Jaguar’s engineering team, known as “The Saturday Club”, led by Jim Randle. Originally conceived as a concept at the 1988 British International Motor Show, the XJ220 was known for its revolutionary design that “looked like it was doing 220mph stood still”.

While critics debate the Type 00’s departure from traditional Jaguar aesthetics, I’ve spotted intriguing design connections that pay homage to the legendary XJ220.

Key Design Similarities:
/ Side Profile /
– Both cars share a remarkably similar curvature at the rear end.
– A distinctive skirt runs from front to back and ends in a distinct “L” shape, now accentuated with chrome and black detailing at the Type 00.
/ Rear Design /
– Rectangular shape with horizontal fins.
– Vented areas reminiscent of the XJ220’s engine cooling design (under the rear window).

Interesting Twist: Despite being an all-electric vehicle, the Type 00 maintains design elements traditionally associated with combustion engines, like the “exhaust” area styling. What do you think about these design connections? Are they intentional homage or coincidental similarities?

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Jaguar Type 00: A Bold Electric Vision Re-imagines the Iconic Brand

Photo by: Jaguar

Jaguar has unveiled the Type 00, an all-electric concept car that reimagines the brand’s design philosophy and signals its transformation into an electric-only luxury marque. The two-door grand tourer concept blends futuristic elements with classic automotive proportions, reminiscent of cars with large front-mounted engines. It features dramatic butterfly doors and a minimalist interior.

The innovative interior includes unique features such as a brass spine separating driver and passenger, and a mood-setting system with interchangeable material “totems” that alter the car’s ambiance. While these design ideas are intriguing, their practical purpose remains unclear.

The projected EPA-estimated range of up to 430 miles seem ambitious given the car’s boxy design, which typically challenges aerodynamic efficiency.

Officially unveiled on December 2, 2024, during Miami Art Week, the Type 00 concept serves as a preview for Jaguar’s upcoming production models. The first of these, a four-door GT, is expected to debut in late 2025 and enter production in 2026. With an anticipated price well above $150,000 in the U.S., Jaguar is positioning itself in the ultra-luxury segment alongside brands like Bentley and Rolls-Royce.

Jaguar predicts retaining only 15% of its current customer base with this dramatic shift. Nevertheless, the company is confident that this bold strategy will rejuvenate its market presence and secure its place in the future of automotive luxury.

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Young Innovators: A Mentor’s Journey in Industrial Design

As an Industrial Designer and mentor, I had the incredible opportunity to guide a group of seven young students in a competition that would challenge their creativity and problem-solving skills. These students, the youngest in the competition, were French-speaking and full of enthusiasm for the task at hand.

The journey began with my initial presentation to the group. I had prepared a presentation with one of the slides featuring Stan Lee, the legendary comic book creator, as inspiration for the students. However, on my way to the school, I heard the news on the radio of Stan Lee’s passing. This unexpected turn of events added a bittersweet note to our first meeting.

Despite the language barrier and their young age, these students showed remarkable dedication and ingenuity throughout the project. Their task was to create a survival object, a challenge that required them to think critically about real-world problems and devise practical solutions.

As their mentor, I was impressed by how quickly they grasped complex concepts and applied them to their designs. The mentorship process was not without its challenges, but it was incredibly rewarding to see their ideas take shape and evolve.

The culmination of their hard work was nothing short of spectacular. Not only did they create an innovative survival object, but they also went on to win the international prize at the competition. This achievement was a testament to their creativity, perseverance, and ability to work as a team. Not only that, but their prototype “Le Cardio-pelleto” was the only electronic prototype in the competition that actually worked.

What struck me most about this experience was the students’ unwavering enthusiasm and their ability to think outside the box. Even years after the competition, I am filled with joy to see that some of these students continue to pursue their passion for innovation, participating in and winning other competitions.

This mentorship experience highlighted the importance of creating opportunities for young minds to explore their potential in fields like industrial design and problem-solving. I wish I had the same opportunities when I was their age.

As a mentor, I learned as much from these students as they did from me. Their fresh perspectives and creativity served as a reminder of why I entered this field in the first place. It’s experiences like these that continue to fuel my passion for industrial design and mentorship.

In conclusion, this journey with these young students was a highlight of my career as an Industrial Designer. It demonstrated the incredible potential that lies within our youth and the importance of nurturing and guiding that potential. As mentors, we have the privilege and responsibility to inspire the next generation of innovators, and I look forward to many more such rewarding experiences in the future.

Pour en savoir plus sur ce projet et les réalisations de ces jeunes talents, je vous invite à consulter les articles suivants :

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Innovative Electric Hub Motor Concept: Maximizing Interior Space in Future Vehicle Design

Project by: M. Caetano

In 2017, as part of the “Future Transport and Advanced Design” (DES756B) module in the Graduate Diploma in Transportation Equipment Design program at UQAM, I developed this innovative concept.
It features externally mounted electric hub motors integrated into the rear wheel assemblies. This strategic powertrain configuration maximizes interior volume, significantly enhancing occupant space and comfort.

Disclaimer: The views and concepts presented in this post are solely my own, developed as part of an academic project. They do not represent or imply any affiliation with Smart automotive. This project was an independent design exploration completed in 2017 as part of my coursework.

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🚴‍♂️✨ Design Summer Project

Photo by: M. Caetano

This summer, I wanted something more meaningful than just riding my bike with my son in tow, unable to fully experience the journey. So, I decided to take on a creative challenge.


I stumbled upon a 12-year-old side carrier for sale and immediately saw its potential. After restoring it, I paired it with a budget-friendly Canadian Tire bicycle. But I didn’t stop there. I upgraded the bike with lighter, higher-quality components and re-imagined the design of both the bike and the side carrier to create a more cohesive and harmonious look.


After two weeks of hard work, the project was complete—and the joy on my son’s face made every second worth it. Now, we ride together, sharing the adventure side by side.


But it got me thinking: why did they stop making these side carriers? They’re such a brilliant way to connect with loved ones while enjoying the outdoors.


What are your thoughts? Would you bring back this design?

Photo by: M. Caetano
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