Jaguar Unveils Controversial £120,000 All-Electric Type 01, Aiming for Luxury Market

Jaguar's transformation into an all-electric carmaker has reached a significant milestone with the unveiling of its Type 01, a luxury electric vehicle the company claims is "one of the most eagerly awaited cars in recent history." This move marks a departure from its previous focus on petrol and diesel models, a shift that has not been without controversy.

The 90-year-old British manufacturer has stopped selling its combustion-engined cars for the past year, a decision accompanied by an unconventional advertising campaign that critics, including former U.S. President Donald Trump, have labeled "woke." The Type 01 is expected to be priced from around £120,000, a significant increase from its previous models, as Jaguar aims to reposition itself in the market by selling fewer vehicles at a higher price point.

The Type 01, described as a four-door grand tourer, boasts impressive specifications, including 23-inch wheels, over 1,000 horsepower, and an estimated real-world range of 400 miles. It can accelerate from 0 to 62 mph in 3.2 seconds. The vehicle's design is monumental, measuring 5.2 meters long, and is intended to make a strong statement.

The launch follows Jaguar's dramatic rebrand announcement nearly two years ago, which featured advertising with bold slogans but no cars. The brand also retired its iconic "growler" badge in favor of a more contemporary identity. Early concept reveals, including a pink Type 00 model, further fueled public reaction, with figures like Elon Musk and Nigel Farage also voicing opinions.

Despite the criticism, Jaguar's managing director, Rawdon Glover, expressed confidence that the Type 01 will appeal to a target audience of younger urban buyers seeking to "make a strong statement about themselves." He acknowledged that the car's bold design and proportions might not be universally appealing, stating, "for some people it's perhaps too bold. And that's OK."

Jaguar anticipates that approximately 85 percent of customers purchasing its new EVs will be new to the brand. However, initial interest suggests a slightly higher retention rate, with around 50,000 people expressing interest, 78 percent of whom are not current Jaguar owners.

"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 stated. "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."

The Type 01 is Jaguar's most aerodynamic car to date, standing at 1.4 meters high, with a tri-motor setup delivering 1,015 horsepower and 1,035 Newton meters of torque, all-wheel drive, and a 118kWh battery offering up to 450 miles of range under WLTP conditions. Its 850-volt charging system allows for adding 200 miles of range in just 13 minutes.

Orders for the Type 01 are now open, with first deliveries anticipated by mid-next year. The vehicle will be manufactured in Solihull, with production volumes expected to be significantly lower than previous gasoline-powered Jaguars.

Design and Interior

The Type 01's design is characterized by its "exuberant proportions" and a monolithic body with minimal shut lines, aiming for a sculptural appearance. Features include narrow headlights, an elongated bonnet, and frameless windows. The standard 23-inch wheels contribute to a grounded stance. The car's aerodynamic coefficient is 0.23Cd, nearing that of the Lucid Air.

Inside, the cockpit features a 24-inch OLED display stretching across the dashboard, minimalist seats, and plush fabrics. The interior is designed to be luxurious, with a low seating position uncommon in electric vehicles. The vehicle's central spine divides the cabin, incorporating storage and ventilation.

Performance and Technology

Driving the Type 01 prototype revealed a sensation of effortless acceleration and a wafting ride quality reminiscent of high-end luxury cars. Rear-wheel steering enhances agility despite the car's substantial weight. The car operates in near silence, offering a comfortable long-distance GT experience.

The 120kWh battery is monitored by advanced management software, with an eight-year or 100,000-mile warranty. The vehicle utilizes JLR's ThermAssist technology for efficient thermal management of the battery and cabin. While capable of 350kW charging, the 850-volt architecture includes split-charging capability to effectively utilize slower infrastructure. Charging ports are located on both front wings, supporting AC and DC charging.