Jaguar’s huge rethink earns its Kind 00 idea automotive a Wallpaper* Design Award 2025

After the pink moondust has settled and the reactionary howls have tailed away, what to make of Jaguar’s Kind 00 idea? Is it probably the most finely crafted piece of comment-bait ever created? That’s simple, given the size of the pile-on from social media and conventional commentary when the automotive was unveiled at Miami Artwork Week final December.

Its progenitor, JLR’s CCO Gerry McGovern, has been extensively quoted as saying that ‘Jaguar has no need to be cherished by all people’, to which some wags swapped ‘all people’ for ‘anyone’. In truth, the backlash has helped cement our appreciation for this try and do issues in another way. Not meant for manufacturing – some extent extensively missed by those that misunderstand your complete raison d’être of an idea automotive – the Kind 00 is a Jaguar from an alternate timeline.

Squint on the facet profile and also you’ll see a touch of the unique fastened head coupé E-Kind. Think about that the corporate’s troubled years underneath British Leyland possession by no means occurred, and automotive design adopted the baroque and winding path of popular culture, not slavish company imitation. That’s the world the Kind 00 occupies. We slightly prefer it.

jaguar.co.uk/copy-nothing