Jaguar pulled the cover off its first all-electric grand tourer in New York on Tuesday, a four-door Type 01 that starts at roughly $130,500 in the United States and arrives less than two years after a rebrand video that became an industry punchline. The reveal marks the British automaker's first production model built on its new electric architecture, and it's a clear attempt to put a brutal stretch of bad press behind it.
According to a release from media.jlr.com, Jaguar priced the Type 01 at £130,000 in the UK, calling it the start of a new era for the brand. In the US, the car lands at around $130,500, as reported by CNBC. Orders are set to open in early 2027, with Jaguar expecting first client deliveries in the second half of that year, per the same automaker statement.
Design-wise, the Type 01 leans hard into GT drama: an ultra-long bonnet, a low roofline, frameless doors, and a camera system standing in for a conventional rear window, CNBC's report notes. Jaguar is billing it as the most powerful, aerodynamic, and technologically advanced car the brand has ever built. Automotive World adds that the car rides on an 850-volt architecture paired with a 118-kWh battery, and reports it can hit 62 mph from a standstill in just 3.2 seconds, a figure the outlet attributes directly to the vehicle's specs.
Specs Still Have Some Blanks to Fill In
Not every number lines up cleanly across reports. Jaguar's own release claims a 400-mile EPA range, while CNBC reports a figure of up to 450 miles — a gap the dossier of sourcing does not explain. Horsepower claims are similarly scattered: Jaguar's statement describes output as more than 1,000 PS, while Automotive World reports two motors producing 1,030 horsepower, with other outlets describing a three-motor setup closer to 1,015 to 1,016 horsepower. Pricing has its own wrinkle too — The Guardian's dollar conversion of the UK sticker price comes out closer to $172,000, a notably higher figure than the roughly $130,500 US price CNBC reported.
Automotive World also points out that the Type 01 costs roughly double what Jaguar charged for the F-Type it replaces, underscoring how far upmarket the brand is reaching with this launch.
A Rebrand That Still Haunts the Launch
It's impossible to talk about the Type 01 without circling back to late 2024, when Jaguar posted a 30-second rebrand ad featuring androgynous models in brightly colored clothing alongside taglines like delete ordinary, break moulds, and copy nothing. As The Guardian reports, the ad prompted a significant online backlash. Jaguar had also unveiled a Type 00 concept in “Miami pink.”
The backlash drew plenty of outside commentary at the time, including from Elon Musk, who publicly asked, “Do you sell cars?” Rawdon Glover is Jaguar's managing director. Jaguar defended the strategy as bold and disruptive. Jaguar then paused new model launches until 2026, meaning the Type 01 is effectively the brand's first real answer to that controversy.
Jaguar's Electric Bet Comes With Financial Strain
The timing isn't exactly stress-free for Jaguar's parent company either. JLR, owned by India's Tata Motors per CNBC's reporting, is still recovering from a cyberattack that forced production to halt last year. The Guardian reports that JLR has since announced 4,000 job cuts as part of a plan to save £1.7 billion over two years; the company cited “intense competition and ongoing geopolitical uncertainty.”
Jaguar is pursuing a fully electric brand strategy overall, according to CNBC's reporting, even as JLR adapts its broader EV platform to also accept hybrids, per Automotive World. The Guardian also reports Jaguar is specifically targeting a younger, wealthier audience than its traditional buyer base of men in their 50s — a repositioning that puts even more pressure on the Type 01 to land well with critics and shoppers alike.
Jaguar isn't alone in testing whether wealthy buyers actually want electric luxury cars. CNBC notes that Ferrari and Bentley both launched their first EV models this year, part of a broader industry gamble on high-end electrification. Globally, the stakes are real: the International Energy Agency's Global EV Outlook 2026 found that electric car sales grew 20 percent worldwide in 2025 to surpass 20 million vehicles, with EVs now making up one-quarter of all new car sales.
Once it reaches showrooms, the Type 01 will be competing directly against the BMW i7, the Lucid Air Grand Touring, and eventually an electric Mercedes S-Class, according to Car and Driver. Whether Jaguar can convince buyers to look past the rebrand noise and into the cabin may ultimately decide how much of a comeback this launch really represents.
