The new era of Jaguar is here. The British automaker’s first design concept premiered today during Miami Art Week. This new vehicle, the Type 00, is an exaggerated two-door grand tourer (GT) that nods towards the company’s future four-door GT, due to arrive in 2026.

The concept utilizes all of the company’s new, controversial design elements including a new design mark, logo and crossed-out leaping cat graphic.

Jaguar is owned by the Indian company Tata. Along with the Defender, Discovery and Range Rover brands, it is the fourth point of the larger JLR brand’s strategy to sell only super-luxury electric vehicles. It’s a complete reimagining of the brand from the road to the roof.

“[JLR’s Chief Creative Officer] Gerry (McGovern) is inspired and emotional about art; he doesn’t collect cars. Emotional connection, the ability to make people feel something through art, is what we want to connect with. So Miami will be a big signal of that. That’s the kind of connection we want to make,” he said.

Type 00 represents the new face of the brand, complete with crossed-out bars and a jumping cat. Jaguar uses the phrase “modern exuberance” to describe its new design, which extends to the matte pink finish.

It has a prominent long hood and short rear deck, like many Jaguars of the past.

A novelty of this time is the brass ingot on the front panel. The concept features various totems that buyers can use to customize the look and feel of the interior.

There are two places in the cabin to place totems. Some change the color of the lighting and ambient sounds in the vehicle, while others change the scent misted in the cabin. Jaguar says it wants drivers to slow down, take a moment and ritualize the drive.

Automatic bow-tie doors embody the vehicle’s greeting and “celebrate moments of theater,” the company said. Also included is the way the totem mount opens from the quarter panel, as well as the way everything changes seamlessly when the totems are placed in the center console. Some of the totems are metal and one was travertine, but all have weight when held in the hand.

In Miami, Jaguar teamed up with emerging artists in fields ranging from movement art to film and photography and were part of a development process that provided an outside perspective. In addition to the research they usually do for the automotive industry, the company says it brought people “a real sense of what’s next.”

“What you’re seeing today is the expression of the brand through the product vision because we’re doing it in parallel and creating it and bringing it to production. We’ve created that vision, but we’re also delivering cars that work,” Stevens said when asked about the brand, which is in design.

Jaguar has said it won’t talk about heritage as much as it used to because the well-heeled customers it will court don’t care. The company expects prices to generally double and the vehicles to return to the more exclusive air they had in the 1960s.

“We’re trying to forge our own path and it’s not inspired by any other OEM. One thing I would say is that we’re in a really fortunate position because our names, including Jaguar, have resonance outside of the automotive industry who are interested in working with us.” with us to help our understanding of luxury in cars and vice versa, we need to leverage that much more because that emotional connection is not just about the end customer,” said Stevens.