Jaguar unveils £130,000 electric car in British brand’s reboot
Jaguar’s first new model in eight years will target younger customers as the marque shifts to an all-electric luxury lineup.
Jaguar has unveiled its first electric grand tourer, the Jaguar Type 01, a £130,000 (US$172,000) model designed to revitalize the storied British brand. The new vehicle will be manufactured at Jaguar's Solihull plant, with electric drive units and battery packs produced in nearby Wolverhampton. Orders for the Type 01 will open in early 2027, following Jaguar's decision to cease new car sales in the UK in 2024 as part of an overhaul aimed at luxury EVs.
The company aims to attract younger customers, marking a shift from its previous popularity among middle-aged men and preference by British prime ministers.
The Type 01 arrives at a pivotal moment for Jaguar, following a controversial rebranding in 2024 that was criticized for featuring expressionless fashion models in promotional videos. Initial reactions to the Type 01 have been mixed, with some describing it as "boring" or "generic," while others find it "beautiful" or "fabulous." The unveiling took place in New York, where the luxury EV faces skepticism, particularly in the US market where EV skepticism among buyers remains entrenched.
Jaguar's parent company, Jaguar Land Rover Automotive Plc (JLR), which is owned by India's Tata Motors Passenger Vehicles Ltd, had previously focused on more profitable SUV models like Land Rover and Range Rover. The brand's sales fell to 66,900 in its final full year before the company went into hibernation. Despite this, Jaguar's CEO, PB Balaji, stated that the brand is "a vital part of JLR's growth story."
Jaguar officially ended production of all its models in 2024, except for the F-Pace SUV, which continues to be manufactured in the UK for export.
The new Jaguar Type 01 will have a range of up to 400 miles (644km) on a single charge, with 200 miles added in 13 minutes using rapid charging. It can accelerate from 0 to 62 miles per hour in 3.2 seconds. UK Business Secretary Jonathan Reynolds praised the new model as a "vital vote of confidence in our world-class automotive industry."
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