Jaguar has introduced the Type 01, a four-door electric grand tourer and the first production model in the company’s reinvention. The vehicle was unveiled in New York on Tuesday, according to the licensed report, and is priced from $130,500 in the United States. Jaguar expects to begin taking orders in early 2027 and deliver the first vehicles in the second half of that year.
The launch is part of Jaguar’s effort to move further upmarket and appeal to a smaller, wealthier group of buyers. Parent company JLR outlined the transition to an all-electric Jaguar lineup in 2021, before the brand’s advertising drew wider attention.
A November 2024 campaign called “Copy Nothing” featured models in colorful, futuristic clothing without showing cars. Some critics described the campaign as “woke” and objected to its departure from Jaguar’s traditional image. The controversy later included public criticism from Tesla CEO Elon Musk and President Donald Trump. Jaguar’s managing director at the time defended the strategy, saying the brand needed to stand out.
Rawdon Glover, Jaguar’s managing director, told the Guardian this week that the reaction to the campaign “wasn’t always easy.” He said the company is seeking younger, wealthier and more technology-focused customers.
Jaguar says the Type 01’s tri-motor system produces up to 1,015 horsepower and enables acceleration from zero to 60 mph in 3.1 seconds. The company estimates up to 400 miles of range from its 118-kilowatt-hour usable battery, but that figure awaits final certification. Jaguar also says the car can gain as much as 200 miles of range in 13 minutes on a 350-kilowatt DC fast charger, depending on conditions.
The four-seat interior includes a 24-inch OLED driver display and a separate seven-inch touchscreen. Jaguar says the car will be built in the United Kingdom, with production scheduled to start in 2027 at JLR’s Solihull operations.
