Jaguar embarked on its ambitious journey towards electric reinvention in November 2024, launching a rebranding campaign that generated considerable buzz—all without showcasing a single car. Just a month later, the company introduced the Type 00, a prototype that sparked intense debate and nearly revolutionised the online automotive community. While some enthusiasts embraced its bold design, others vehemently opposed it, leading to criticism directed at Jaguar’s team for allegedly straying from the company’s 90-year heritage.
Since that tumultuous unveiling, there have been significant departures within the company, including the exit of Gerry McGovern, the creative director of Jaguar Land Rover (JLR). McGovern had previously approved the controversial fully electric design and the unique marketing campaign devoid of automobiles.
A New Era for Jaguar
Now, the moment has finally arrived. Jaguar’s CEO, Rawdon Glover, remains steadfast amidst the storm of criticism and a dauntingly long stretch without selling a single new vehicle. He is resolutely confident that the final version of the four-door luxury GT will clarify everything. The Jaguar Type 01 has been unveiled at an event in New York, presenting the definitive iteration of the Type 00.
“A daring grand tourer that never goes unnoticed, just like all the finest Jaguars of the past,” states Jaguar’s press material. And indeed, this vehicle commands attention with its low roofline, short front overhangs, elongated rear, extended bonnet, and impressive 23-inch wheels—all elements faithfully retained from the prototype. The design, featuring a rearward-shifted cabin, conceals a perfect 50:50 weight distribution. Its substantial surfaces may lead one to question the claim that this is the most aerodynamic Jaguar ever, boasting active aerodynamic elements, a deployable spoiler, and airflow management solutions that enable it to achieve a drag coefficient (Cd) of 0.23.
The additional doors on the production model lend more coherence to the design, distancing it from the Thunderbird-like aesthetics and steering it towards a more familiar territory. The front has been subtly softened, a marked improvement over the overly angular visage of the prototype. Yet, it is at the rear where the exterior design truly shines, featuring lights that span the entire width and remain hidden until activated, seamlessly integrated into horizontal bars.
Performance and Specifications
Turning to the specifications, the Type 01 stands as Jaguar’s most powerful road car, boasting up to 1,030 Pferdestärke (PS) and 1,365 Newton-metres of torque. It accelerates from 0 to 62 mph in a mere 3.2 seconds. True to its slogan, “power in reserve,” the model can surge from 62 to 112 mph in an additional four seconds. Having had the opportunity to drive it, one experiences an exhilarating acceleration that seems never-ending, courtesy of its three-motor setup: a 260-kilowatt (kW) front motor paired with two 310 kW rear motors.
Measuring 5,235 mm in length and 1,403 mm in height, the vehicle feels significantly more compact on the road, aided by its four-wheel steering system. The Jaguar-specific architecture operates at 850 volts, with a usable 118-kilowatt-hour battery that reportedly offers an EPA-estimated range of up to 400 miles (450 miles according to WLTP), and a highway cruising range of up to 320 miles. Drivers can add 200 miles of range in just 13 minutes using the 350 kW DC fast charging system.
Luxurious Interior and Innovative Features
This vehicle is undeniably grand, swift, aerodynamic, powerful, and, without a doubt, distinctive. Inside, an impressive central column extends throughout the cabin, creating defined spaces for each occupant. Numerous “brass-inspired” finishes enhance the luxurious ambiance. A panoramic glass roof with adjustable virtual blinds allows light to permeate the cabin, yet there is no rear window. Instead, a digital rearview camera, dubbed “ClearSight,” is discreetly integrated into the panoramic soundbar that runs the width of the vehicle’s base, displaying the rear view.
Ingeniously, the image from this rear camera is aligned with the side mirrors, minimising the annoying focus shift that such systems typically demand. In front of the driver, a 24-inch OLED display stretches towards the centre of the vehicle, while a central 7-inch touchscreen, akin to a smartphone, resides between the driver and passenger for common controls, such as climate settings and audio systems, all operated via touchscreen without any visible physical switches. The seats, featuring “hot stone massage” effects, are also electrically adjustable in 12 different ways. An air purification system eliminates allergens, toxins, and particles, while a fragrance diffuser offers a selection of aromas, epitomising what modern luxury car manufacturers deem necessary for today’s upscale vehicle interiors.
Practicality Meets Innovation
Jaguar places significant emphasis on luggage space, with the Type 01 providing 450 litres of cargo capacity, expandable to 1,000 litres with the rear seats folded down. Additionally, the production figures are noteworthy: Jaguar constructed over 150 prototypes, covering 700,000 miles and filing more than 360 patents during the vehicle’s development.
The manufacturer takes pride in its “impossible panel,” a single piece that spans over three metres from the A-pillar to the rear of the Type 01 without seams. Jaguar’s modelling system initially deemed it impossible to stamp this massive component, which features five distinct sharp angles. After approximately 22 weeks and 1,500 hours of development, Jaguar succeeded in producing this panel.
Competitive Pricing Strategy
Perhaps one of the most critical aspects for Jaguar is the pricing of the Type 01. With a starting price of $170,000, this positions the Jaguar significantly below competitors like the Ferrari Luce, the electric Mercedes G-Wagen, and Lamborghini, as well as the new Bentley Torcal—precisely where Glover aims to establish the brand. Jaguar asserts that it has hit the mark with this pricing strategy, making it appealing to luxury electric vehicle buyers willing to invest in electric models without resorting to astronomical costs.
No one has yet successfully penetrated the luxury electric vehicle market. Porsche has made attempts, as has Lamborghini, while Mercedes has faced considerable challenges. Bentley is currently exploring the waters. Glover maintains that the Type 01 stands a chance of success.
“One of us will succeed in making luxury electric vehicles a reality. It is not enough to simply be electric; you must have a car that looks a certain way, evokes specific emotions, and drives in a particular manner,” Glover argues.
Attracting a New Demographic
Glover has openly stated that the Type 01 must earn its place among “a nearly entirely new customer base,” characterised by higher disposable incomes, urban lifestyles, independent mindsets, creativity, and a desire to “forge their own path.” Soon, we will discover what kind of individual will sign the contract to reserve a Type 01.
“We must ensure that this new audience joins us, while not neglecting our existing customers. I have driven some of the Li Auto and XPeng vehicles. They are impressive for their technological advancements, and the quality of their finishes is rapidly improving,” Glover describes.
However, Glover remains convinced that a significant gap exists between established Western vehicles and their Chinese counterparts. Nonetheless, with Xiaomi’s remarkable achievements after only a few years in the automotive industry, this viewpoint may not hold for long. “They are competing in a commodity market. It’s all about how many features, how much technology, how much range can be offered at the lowest price. I’m not saying we are immune to that, but it certainly justifies our departure from the premium volume market,” he adds.
Embracing a Pioneering Spirit
The pioneering spirit is evident, yet the Type 01 is an electric vehicle that looks forward rather than backward. With this in mind, how does Glover envision, for instance, two years of success for this electrified renaissance of the brand?
“Success will mean that we have established ourselves in this new price bracket. People will say: ‘Yes, it is worth paying more for a Jaguar.’ I understand the volumes we need to achieve. We must generate a certain volume to create that critical mass,” he asserts.
For Glover, achieving this volume requires customers to perceive Jaguar as a more contemporary and culturally relevant brand, genuinely interested in what the company will do next.