Jaguar Type 01 revealed as controversial reinvention becomes reality

After almost two years of speculation and debate, Jaguar has finally unveiled its new all-electric grand tourer, the Type 01. The car, which marks the first production model from Jaguar's radical reinvention, was displayed in New York. The Type 01 is a direct evolution of the Type 00 concept that Jaguar unveiled in Miami earlier this year, retaining many of the provocative design elements.

Characterized by its long bonnet, low roofline, and cab-rearward silhouette, the car features a 23-inch wheel setup and no conventional rear window. Instead, a camera feeds the rear view to a digital display inside. Despite its imposing size, Jaguar claims the Type 01 is its most aerodynamic road car, with a drag coefficient of 0.23.

The car is powered by Jaguar's new electric platform, the Jaguar Electric Architecture (JEA), which houses a tri-motor powertrain producing up to 1,030ps (1,015hp) and 1,365Nm of torque. This makes the Type 01 the most powerful production Jaguar ever.

The Type 01 is described by Jaguar as a grand tourer, combining powerful performance with long-distance comfort. The car boasts a 50:50 weight distribution, all-wheel steering, and torque vectoring. With up to 720km of WLTP range, Jaguar claims the car can add 200 miles of range in just 13 minutes using a 350kW charger.

The Type 01 is significant because it represents Jaguar's bet on its transformation into a more exclusive, design-led luxury marque. The car follows Jaguar's controversial Copy Nothing campaign and new visual identity, which aimed to reposition the company beyond its traditional premium market. The Type 01 is the first physical manifestation of this strategy.

The car was launched in New York, with Jaguar projecting it across Times Square, Dumbo, and the Lower East Side before it arrived at Storied in West Chelsea. British actress Florence Pugh is set to become the first brand ambassador of the marque's new era. The company chose New York as the launch city to signal its ambitions beyond the automotive world, into fashion, architecture, art, and contemporary culture.

Prices for the Type 01 will start at £130,000, pushing it into new market territory for Jaguar. The car is expected to enter production in early 2027, with deliveries beginning in the second half of the year. Whether the Type 01 can successfully translate its attention-grabbing presence into sales remains to be seen, but for now, its most notable aspect may be Jaguar's commitment to its bold and controversial reinvention.