On Tuesday evening in New York, Jaguar unveiled the Type 01, the first car since the brand's radical reinvention. According to Jaguar the electric grand tourer delivers up to 1,015 hp and reaches 60 mph in 3.1 seconds, making it the most powerful Jaguar ever. Prices start at $130,000 in North America and £130,000 in the UK. Orders open in early 2027. Target audience: younger, wealthier and, above all, American.
A reminder: in 2024 Jaguar reinvented itself with a garish ad that featured no car at all and the slogan "Copy Nothing", and was widely ridiculed. Now the car finally exists to go with the ad. It genuinely looks like nothing you have seen before. Only the price feels familiar, once you put it next to a Porsche.
The transport transition is coming. First for people whose bank balance has already completed the transition.
Commercially the strategy makes sense: fewer cars, higher margins, more exclusivity. As a contribution to the debate on affordable electric mobility, though, the Type 01 is a rather niche one. It is built in Britain and aimed mainly at the US, where EVs have struggled more than in Europe. It is brave either way. The only question is whether courage comes on a lease.