Jaguar bet its history on the Type 01, and it’ll pay off
Jaguar finally showed the production Type 01 in New York last night, nearly two years after a rebrand that made it a national punchline. We think the car is a stunner, and the business case behind it is stronger than the critics allow. There are car launches, and then there are launches where an entire [...]
Jaguar unveiled the production Type 01 in New York, nearly two years after rebranding, which initially received criticism. The car is a significant launch for the brand, as it is the first new model since late 2024. With a price tag of £130,000 (£130,500 in the US), the Type 01 targets a younger, wealthier audience that Jaguar lost during its rebranding.
The car's design, featuring a long bonnet and a minimalist interior, has divided opinions, but Jaguar's research shows it has received mostly positive responses, with more nines and tens than usual. The Type 01's performance, with 1,000bhp from three electric motors and a range of up to 320 miles, positions it against luxury rivals such as Bentley, Porsche, and Mercedes-AMG.
Over 50,000 people have registered interest in the Type 01, with 78% of these being first-time Jaguar owners, indicating the car has successfully attracted a new customer base.
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