Jaguar unveils the Type 00 concept car, a first for the controversial brand

Iconic British automaker Jaguar revealed its new car design direction on Monday night with the introduction of an all-electric car called the “Type 00.”

The car, called the “Type Zero Zero”, has a simple but somewhat flashy design. It's boxy with sleek lights and big wheels, a noticeable visual change from the brand's current sports cars and SUVs.

Automakers routinely use concept vehicles to gauge customer interest in a design or show the future direction of a vehicle or brand. The vehicles are not intended to be sold to consumers.

Jaguar is expected to produce many new electric cars in the coming years, including a four-door GT car that is expected to be unveiled next year and which resembles the concept car.

Jaguar expects a range of up to 430 miles on a single charge with its new production electric car, with a range of up to 200 miles in 15 minutes on a fast charge.

The new concept car comes weeks after Jaguar released a technically impressive video aimed at launching the company's new 'Copy Nothing' branding.

The video featured androgynous models of different races and sizes posing in vibrant clothing in brightly colored landscapes. The 30-second clip was accompanied by new logos and fonts for the embattled auto company, which is part of Tata MotorsOwned by Jaguar Land Rover Group.

The rebranding and video went viral online, sparking widespread criticism on social media last month. Criticisms ranged from commentators criticizing the company's choice of font and the decision to remove Jaguar's animal logo – which has appeared on the car since the 1950s – to calling the company “woke” and saying it was abandoning its heritage.

Critics also pointed out that the ad did not feature a car in the video. The company defended its efforts despite the backlash, saying that “the relaunch of the Jaguar brand is a bold and innovative reinvention that, as expected, has attracted interest and debate.”

The advertising campaign came after Jaguar in early November halted all new car sales in the UK as it prepares to relaunch as an all-electric company in 2026, part of a broader shift in the industry that presents many challenges for carmakers.

Over the past few years, several automakers have announced plans to sell electric vehicles exclusively, but many have backed off amid slower-than-expected adoption of these vehicles.

“We need to re-establish our brand and at a completely different price point, so we need to act differently,” Jaguar managing director Rawdon Glover told the Financial Times in an interview last month. “We wanted to move away from traditional car stereotypes.”

Glover also condemned the “level of vile hatred and intolerance” expressed by some people who commented on the marketing video and denied that he was “woke”.

— CNBC's Jenny Reid contributed to this report.