Jaguar Unveils £130,000 Type 01 EV as It Targets Wealthy US Buyers
Jaguar’s flagship EV marks a bold shift towards North America’s luxury market.
By Asia Tribune Staff3 min read
NEW YORK: Jaguar has unveiled its new Type 01 electric vehicle in New York, signalling a major shift in the British luxury carmaker’s strategy as it seeks to attract a younger and wealthier customer base, particularly in the United States. Priced from around £130,000 ($172,000), the fully electric model is expected to go on sale in early 2027, with first deliveries anticipated during the second half of the year. Jaguar managing director Rawdon Glover said the company was targeting affluent, urban customers who are highly conscious of design and technology. The new model represents a significant move away from Jaguar’s traditional customer base and is priced at more than twice the starting price of the outgoing F-Type.
The Type 01 features a distinctive low roof, an unusually long bonnet and a muscular body design. Measuring more than 5.2 metres in length and approximately 2 metres in width, it is larger than many conventional cars and would exceed the length of a standard 4.8-metre UK parking space. Despite its size, Jaguar says the vehicle has been designed to remain highly manoeuvrable. Its all-wheel-steering system is claimed to give it a turning circle comparable to that of a Fiat 500. The vehicle also adopts a striking technological feature: instead of a conventional rear window, it uses a rear-facing camera to provide the driver with a view behind the car. Jaguar says the Type 01 will produce more than 1,000 horsepower and offer a range of up to 400 miles on a single charge.
A New Direction for Jaguar
The launch comes as Jaguar Land Rover (JLR) attempts to reposition Jaguar as an ultra-luxury brand following years of weaker sales and increasing competition from lower-cost Chinese manufacturers. JLR has also faced significant financial and operational challenges, including the impact of a major cyberattack last year. The company recently announced plans to cut around 4,000 jobs as part of an effort to reduce costs by £1.7bn over two years. JLR chief executive PB Balaji has said the company intends to increase its focus on North America and attract more high-net-worth customers.
Although the Type 01 was unveiled in New York, Glover said Silicon Valley could have been an equally appropriate location for the launch because of the technology-focused customer Jaguar is pursuing. The company has already taken a prototype to Nvidia’s California headquarters, where chief executive Jensen Huang reportedly experienced the vehicle.
China Launch Delayed
Jaguar’s strategy also reflects changing conditions in the Chinese luxury-car market, where demand has weakened and competition from domestic electric vehicle manufacturers has intensified. Glover said Jaguar would delay the Type 01’s launch in China for several years, although he acknowledged that China would eventually remain an important market for the company.
The Type 01 follows Jaguar’s controversial rebranding campaign launched in late 2024. The campaign, which initially featured fashion-focused advertising without showing a vehicle, generated considerable debate online and was followed by the unveiling of the Type 00 concept car. Jaguar executives have defended the strategy, arguing that the company needs to attract an entirely new generation of customers.
The Type 01 therefore represents more than a new electric vehicle. It is a test of whether Jaguar can successfully move away from the traditional volume-premium market and establish itself as a more exclusive, technology-focused luxury marque. The vehicle will be designed, engineered and built in Britain, with the UK government highlighting its potential contribution to employment and investment in the country’s automotive industry.
The Type 01 features a distinctive low roof, an unusually long bonnet and a muscular body design. Measuring more than 5.2 metres in length and approximately 2 metres in width, it is larger than many conventional cars and would exceed the length of a standard 4.8-metre UK parking space. Despite its size, Jaguar says the vehicle has been designed to remain highly manoeuvrable. Its all-wheel-steering system is claimed to give it a turning circle comparable to that of a Fiat 500. The vehicle also adopts a striking technological feature: instead of a conventional rear window, it uses a rear-facing camera to provide the driver with a view behind the car. Jaguar says the Type 01 will produce more than 1,000 horsepower and offer a range of up to 400 miles on a single charge.
A New Direction for Jaguar
The launch comes as Jaguar Land Rover (JLR) attempts to reposition Jaguar as an ultra-luxury brand following years of weaker sales and increasing competition from lower-cost Chinese manufacturers. JLR has also faced significant financial and operational challenges, including the impact of a major cyberattack last year. The company recently announced plans to cut around 4,000 jobs as part of an effort to reduce costs by £1.7bn over two years. JLR chief executive PB Balaji has said the company intends to increase its focus on North America and attract more high-net-worth customers.
Although the Type 01 was unveiled in New York, Glover said Silicon Valley could have been an equally appropriate location for the launch because of the technology-focused customer Jaguar is pursuing. The company has already taken a prototype to Nvidia’s California headquarters, where chief executive Jensen Huang reportedly experienced the vehicle.
China Launch Delayed
Jaguar’s strategy also reflects changing conditions in the Chinese luxury-car market, where demand has weakened and competition from domestic electric vehicle manufacturers has intensified. Glover said Jaguar would delay the Type 01’s launch in China for several years, although he acknowledged that China would eventually remain an important market for the company.
The Type 01 follows Jaguar’s controversial rebranding campaign launched in late 2024. The campaign, which initially featured fashion-focused advertising without showing a vehicle, generated considerable debate online and was followed by the unveiling of the Type 00 concept car. Jaguar executives have defended the strategy, arguing that the company needs to attract an entirely new generation of customers.
The Type 01 therefore represents more than a new electric vehicle. It is a test of whether Jaguar can successfully move away from the traditional volume-premium market and establish itself as a more exclusive, technology-focused luxury marque. The vehicle will be designed, engineered and built in Britain, with the UK government highlighting its potential contribution to employment and investment in the country’s automotive industry.
