Jaguar has never been a brand that follows convention. Since its inception in 1935, the British automotive giant has lived by the mantra, “A copy of nothing.” This guiding philosophy has defined its legacy, producing icons like the 1961 E-Type and the 1990 XJ220—cars that disrupted the industry and pushed design boundaries. Today, Jaguar is once again leaning into its maverick DNA by embracing an entirely new direction: electric luxury.

Its latest offering, the Type 00 electric concept car, has sparked intense debate, with critics questioning its lack of visual representation in initial ads and others accusing it of straying too far from the brand’s traditional identity. But the automaker didn’t back down. It responded decisively, unveiling the car at Miami Art Week in a statement-making display.

This move is a calculated risk that embodies Jaguar’s refusal to be shackled by nostalgia. Some purists may view the omission of the car from the advert as sacrilege, but it’s precisely this provocative approach that demonstrates Jaguar’s willingness to lead rather than follow. In a world where the automotive landscape is rapidly shifting toward electrification, taking creative risks is essential—not just for survival but for reshaping perception.

Moments like these are rare in marketing and communications. Jaguar’s decision echoes bold advertising strategies of the past, where the message was clear: forget what’s been done before—innovate and disrupt. At a time when many automakers are cautiously testing the waters of electrification, Jaguar has chosen to dive headfirst, aiming not just to participate in the EV market but to redefine its role within it.

Whether the Type 00 becomes a commercial success or a niche experiment remains to be seen, but Jaguar’s gamble deserves recognition. After all, history tends to favor the bold, and in the spirit of their “copy of nothing” ethos, Jaguar is betting on exactly that.