Bypassing 90 years of heritage and unashamedly looking unlike anything else on the road, the brand's radical relaunch EV could be as polarizing as the ad campaign that preceded it.

Jaguar’s new logo, called a device mark, sits in the middle of the strikethrough graphic on the front of the car and underneath the graphic at the back. The logo itself has also sparked controversy, with the word Jaguar spelled out in a mix of lower- and upper-case letters. The font, called ‘exuberant’, was created in-house by Jaguar’s design team.

Jaguar’s new ethos is “copy nothing,” and the first concept car of its new era is trying to deliver. The leaks earlier were accurate, with the Type 00 two-door coupe presenting a long hood that leads to a low roof and fastback rear profile that foregoes any rear window.