The car brand has built 0 new cars by 2025: Now they can celebrate their 90th anniversary

In London, two cars faced each other during Jaguar’s 90th anniversary.

On one side, the SS Jaguar 100, which in the 1930s made its name known for elegant sports cars.

On the other, the Type 00, a futuristic electric car with no license plate and no production date.

The contrast showed how far the brand has come, and how far it wants to move away from the past.

The story began in 1922 with the Swallow Sidecar Company, which built sidecars for motorcycles before moving on to bodies and later whole cars.

The company’s first car, an SS 1, was introduced in 1931, and in 1933 the company changed its name to SS Cars to mark the change in business focus.

The first car with the Jaguar name was launched in 1935 as the SS Jaguar 2½ liter sedan, followed shortly afterwards by the SS Jaguar 100 as their first sports car.

In 1945, the company took the name Jaguar Cars and in the decades that followed, models such as the XK series, the E-Type and the large XJ sedans gave the brand a reputation for being both sporty and comfortable luxury cars.

Today, Jaguar is part of Jaguar Land Rover, headquartered in Coventry, and the brand has repeatedly used motorsport and engineering as a springboard to new chapters.

Le Mans victories in the 1950s and race cars such as the C-Type and D-Type made the name famous far beyond the UK.

However, it’s not top speed on the racetrack, but the transition to electric drive that will define Jaguar’s next era.

Planned standstill and falling sales figures

To make room for the new strategy, Jaguar stopped production of new cars in 2024.

As a result, by 2025 not a single all-new Jaguar has been built.

At the same time, sales have plummeted by around 97 percent and the German Jaguar website is currently sending customers straight to the second-hand market.

It looks like a crisis from the outside, but internally it’s part of the plan.

The strategy is to start with an almost blank canvas. The last gasoline and diesel models have been phased out, and the stock cars must go before the new electric models arrive.

The transition will make Jaguar a brand with fewer but more expensive and more exclusive cars, which according to GameStar Tech will place them closer to cars like Bentley and Porsche.

The Type 00 is the first visible sign of this transition.

The Type 00 is still only a concept car and not yet approved as a regular production model.

It has therefore not yet undergone the necessary approvals and there is no technical data on range or performance.

Type 00 opens the door to the next generation of Jaguar

The Type 00 showcases a new design language that Jaguar says is “a manifestation of everything we believe in. A bold expression of what’s to come.”

It features gull-wing doors that open upwards, an almost fully enclosed rear and one-piece aluminum wheels with an integrated Jaguar monogram.

It’s a break from the classic shapes of the E-Type, but the ambition is the same: to stand out.

The brand has also launched the slogan “Copy Nothing” to mark a break with the more traditional premium class.

The plan is to relaunch Jaguar as a pure electric brand sometime in 2026 with three new models on a new electric platform.

The first new model will be a four-door electric GT, a sporty luxury car for long journeys without exhaust and gasoline.

Having zero new cars for an entire model year sounds risky, but the changes have often been significant throughout Jaguar’s history.