Jaguar Unveils £120,000 Electric Type 01, Sparking Debate

Jaguar's transformation into an all-electric carmaker officially began with the unveiling of its new Type 01 model, a vehicle projected to cost upwards of £120,000. This move, which saw the company halt production of its petrol and diesel cars for a year, has ignited controversy and criticism, notably from former U.S. President Donald Trump, who decried the rebrand as "seriously woke" and a "total disaster."

A New Direction

The Type 01 is designed to reposition Jaguar in the market, targeting a higher price bracket and fewer sales to ensure the future of the 90-year-old manufacturer. Expected to command roughly double the average price of its previous combustion-engined models, the Type 01 made its public debut in New York. The car boasts 23-inch wheels, over 1,000 horsepower, and a real-world range of 400 miles. The 5.2-meter-long four-door grand tourer accelerates from 0 to 62 mph in 3.2 seconds.

This launch follows Jaguar's announcement nearly two years ago of its dramatic rebrand, which initially featured an unconventional advertising campaign with slogans like 'Copy Nothing' and 'Delete Ordinary,' but conspicuously omitted any car imagery. The brand also retired its iconic 'growler' badge in favor of a more contemporary visual identity. The reveal of the Type 00 electric concept, painted in a striking Barbie pink, further fueled the backlash from existing customers and the public.

Despite the criticism, Jaguar's managing director, Rawdon Glover, expressed confidence that the Type 01 will appeal to younger, urban buyers seeking to "make a strong statement about themselves." He acknowledged that the car's bold design and proportions might not resonate with everyone, stating, "I am worldly enough to know that for some people it's perhaps too bold. And that's OK."

Jaguar anticipates that 78% of Type 01 customers will be new to the brand, reflecting a significant shift in its target demographic, pricing strategy, and styling. "Jaguar was absolutely at a crossroads. We realised we needed to make some really big decisions about where we went next with the brand," Glover explained. "Our client base was shrinking and ageing. That's not a great combination. And if you look at the commercial performance of the Jaguar brand, all those things pointed us in one direction. We had to do something much bolder and take a very big step forward."

Design and Performance

The Type 01 is Jaguar's most aerodynamic car to date, with a height of just 1.4 meters. It features active battery-cooling vanes at the front and a rear spoiler. The vehicle is powered by a tri-motor setup—two at the rear and one at the front—producing 1,015 horsepower and 1,035 Newton meters of torque, driving all four wheels. Its acceleration from 62 mph to 112 mph takes a mere four seconds, highlighting Jaguar's focus on delivering cars with "power in reserve."

The car is equipped with a 118kWh battery offering an official WLTP range of up to 450 miles. Jaguar estimates a real-world range of 400 miles, with approximately 320 miles achievable during continuous motorway driving. The 850-volt charging system allows for adding 200 miles of range in just 13 minutes.

Customers can place orders starting today, with the first deliveries expected in mid-next year. While not projected to be the highest-selling model, the Type 01 is intended to be Jaguar's most striking offering. It will be manufactured in Solihull, with production volumes expected to be significantly lower than in previous years. Despite this, Jaguar has already received around 50,000 expressions of interest.

The Type 01's design emphasizes "exuberant proportions" with a monolithic body, featuring expansive panels and minimal shut lines for a sculpted appearance. The design is characterized by a slab-fronted grille, narrow headlights, an elongated bonnet, and frameless windows. The absence of a rear window accentuates its dimensions. Standard 23-inch wheels contribute to its grounded stance. The car's aerodynamic efficiency is notable, with a drag coefficient of 0.23Cd, surpassing the Jaguar F-Type Coupé and rivaling the Lucid Air.

Interior and Driving Experience

The interior of the Type 01 features a luxurious cockpit with a 24-inch OLED display stretching across the dashboard. Minimalist seats and plush fabrics are used throughout. The car's revised Leaper logo's strikethrough element is integrated into various design features, including the grille and rear light clusters.

Motoring Editor Rob Hull, who had early access to a prototype, noted that the driving position is low, akin to a traditional sports car, which is unusual for an EV. He described the cockpit as "wonderfully luxurious." The driving experience was characterized by a sense of effortless acceleration and a "wafting sensation" typically found in high-end luxury cars. The rear-wheel steering contributes to the car's agility despite its weight. Hull concluded that while the Type 01's styling may be polarizing, the car is poised to excel as a long-distance grand tourer, offering supreme comfort and quietness.

Battery and Charging

The Type 01's 120kWh (118kWh usable) lithium-ion battery is monitored by advanced management software designed to isolate individual cells in milliseconds if overheating is detected. The battery is covered by an eight-year or 100,000-mile warranty. It incorporates JLR's ThermAssist technology to optimize thermal energy for battery charging and cabin heating, ensuring efficient operation in various conditions.

While the car's 850-volt architecture supports charging speeds up to 350kW, the availability of such ultra-rapid chargers remains limited. To mitigate this, the battery features split-charging capability, allowing it to achieve rates of up to 250kW by switching to a 400-volt system when connected to slower infrastructure. Charging ports are located on both front wings, supporting AC charging up to 22kW. The right-hand port also accommodates DC charging.