JAGUAR TYPE OO

This is not your Grandad's Jag. That's the message, loud and clear, from a company that's basically canned the entirety of its range beyond the F-Pace and reportedly not made a profit for several years.

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£TBC, jaguar.co.uk

Jaguar's intention to go all-electric has been long known. What wasn't known was the apparent u-turn the company would take on both its marketing and styling, reshaping its marque into something ultra-hip and, frankly, divisive. Social media hasn't been overly kind.

But then the Jaguar of old wasn't for everyone, was it? And just as parent company Jaguar Land Rover panel-beat the Range Rover into a minimalist luxury leader, the Type 00 - the first zero representing the reset, the second the emissions - proves that tomorrow's Jaguars will target the right audience through a strategy of relentless modernism.