A little over a month ago, Jaguar gambled away a fair bit of goodwill it had with its fans by launching a pretty strange rebrand. Not only did the company halt production of all its cars in 2024, but they also made a complete switch to electric vehicles (EVs) with a rebranding that revolved more around high fashion and edgy visuals rather than cars.
When Jaguar rolled out the Type 00 concept, it resembled something straight out of the Cybertruck playbook – sharp angles, low-poly design, minimalist yet bold enough to invite strong opinions. Designer Joe Slatter thought, why not mash them together in car design equivalent to pen-pineapple-apple-pen… Remember that tune? It’s already 9 years old, can you believe it?
Designer: Joe Slatter
“This project explores what a collaboration between Jaguar’s Type 00 and Tesla’s Cybertruck could look like if they joined forces. Both designs have been hugely talked-about in the automotive space over the past five years,” Slatter explains. “The outcome is the Jaguar Cybertruck concept, an electric pickup truck, melding Jaguar’s fresh visual style with Tesla’s striking futurism.”
The resulting vehicle blurs the lines between a luxury car and a pickup truck. Honestly, if you gaze at it, there’s not much pickup truck in this design, though a rear truck-bed is easily accessible. It radiates a future-forward vibe, with its sharp lines and curves blending together nicely. The front and back are subtly curved, in sharp contrast to the angular sharpness of the Cybertruck. The front and rear fenders vibe with mild curves around the wheels, giving the car its own sense of character.
The Cybertruck’s distinct look comes from the reinforced steel plates used in its building. Some may say that its low-poly, half-rendered aesthetic is worth it for the impressive durability (it even withstood bombing recently), but what Jaguar achieved with the Type 00 delivers a refined take on Cybertruck’s aesthetic. Jaguar’s approach is commendable on its own, but they might have taken a strange gamble by tossing aside a strong heritage legacy for this rebrand.
For Slatter, this collab/mashup is really about counterculture. Both Jaguar and Tesla aimed to shake things up in the auto world, so blending their design philosophies felt like a natural fit. Slatter even overlaid the Cybertruck logo on Jaguar’s branding, making it look almost like graffiti on top of the dull neo-corporate branding Jaguar was trying to push.
Is the Jaguar Cybertruck a stunning vehicle? Yes, when taken on its own, it definitely is. It showcases enough character compared to the original Cybertruck to earn my nod of approval. Would I drive such a car? Probably not – I’m more of a vintage car fan and would lean towards something classic instead of hyper-futuristic… but hey, that’s just me. What’s your take on it?
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