First look: Jaguar is asking buyers significantly more money for a car that takes the brand in a new direction. The new Type 01, unveiled in New York on Tuesday, is a four-door electric model with a claimed range of up to 400 miles, sports car-like acceleration and no rear window. With its introduction, Jaguar has entered the ultra-luxury market with its first production car in this segment.
Sales are scheduled to take place in early 2027, with delivery taking place in the second half of the year. The expected US starting price is $130,500. In the UK, prices start at £130,000, more than double the F-Type’s starting price of around £62,000.
The Type 01 can reach 60 miles per hour in 3.1 seconds. Its claimed 400-mile range would also place it among the longer-range electric vehicles available in the U.S., giving Jaguar something beyond design to potential buyers.
Much of the underlying technology remains unclear in the launch materials, including battery capacity, motor configuration and charging speeds. The test standard used for the range number is also not specified. Without this information, buyers can neither estimate the loading times nor judge how closely they correspond to the advertised range in everyday life.
Jaguar engineers have also tried to incorporate some of the experience of a gasoline car into the electric model. The Type 01 produces a simulated engine sound, while its extended hood maintains the proportions found in high-performance internal combustion engine vehicles. Both options should retain features that car enthusiasts enjoy, although Jaguar doesn’t explain how the sound works or whether drivers can change it.
The body presented its own technical challenges. Designers at Jaguar headquarters in Britain’s West Midlands developed the silhouette, then engineers had to turn it into a production vehicle. An aluminum body side panel is formed in five levels. Jaguar calls it “the impossible panel” and showed it at the preview in New York alongside samples of brass-effect anodized aluminum.
The lack of a rear window raises a practical question about visibility. The size of the vehicle may also limit its practicality in some markets. For example, Type 01 is too large for a standard UK car park.
Although it largely retains the shape and appearance of the Type 00 concept, the production car is less extravagant. The two-door concept appeared at Miami Art Week in 2024 in pink and bright blue. The four-door Type 01 came in silver with an “Orchid White” interior.
“This is a production car in the real world that real people want to buy, and it was very important to put it in a more grounded context,” Jaguar CEO Rawdon Glover told the Wall Street Journal.
Jaguar wants these buyers to be younger and wealthier than its current customers. Glover said the intended audience would be “very design-oriented and very technology-focused.”
The shift follows years of weak sales and an unsuccessful attempt to compete more directly with BMW and Mercedes-Benz through sedans and crossover SUVs. Jaguar now plans to sell fewer cars at significantly higher prices.
The timing is difficult. Parent company JLR has announced plans to cut 4,000 jobs in a bid to save £1.7 billion over two years. The U.S. electric car market has also weakened, with electric car sales down nearly 50% this year compared to 2025, according to Motor Intelligence.
For Jaguar it is now a matter of explaining the car in as much detail as it presented the design. Its acceleration and range figures give buyers a guide, but the charging performance, battery specifications and rear vision system help determine how well the Type 01 performs in everyday use.
