After much debate, Jaguar CEO Rawdon Glover explains that "the designs that last are those that are bold.

19/10/2026 13:30

Updated to

19/10/2026 13:30

Jaguar is undergoing one of the most radical transformations in the automotive industry. After abandoning its previous lineup of vehicles, the British manufacturer has decided to reinvent itself as a fully electric brand and position itself in the luxury segment, offering significantly more expensive cars with designs that bear little resemblance to its earlier models. This strategy has drawn numerous criticisms, especially since it unveiled its new corporate identity and the controversial Type 00 prototype.

However, its executives do not seem particularly concerned about negative reactions. Jaguar’s CEO, Rawdon Glover, argued in an interview with Automotive News that creating controversy can even be beneficial for the company. “Designs that stand the test of time are those that appear a bit confusing and bold at first glance,” said the executive, who summarized his philosophy with another particularly forceful statement: “Being polarizing is a good thing.”

Glover insists they don’t have to please everyone

Jaguar’s new era has begun with the introduction of the Type 01, a luxury electric sedan that brings to production much of the aesthetic language previewed by the Type 00. Its proportions, featuring an exceptionally long hood, a minimalist body design, and a height of just 1,400 mm, break away from the usual trends in the electric vehicle market. Indeed, this differentiation is one of the goals the company aims to achieve.

Glover believes that the most iconic designs in automotive history were not always well received when they first appeared. For this reason, Jaguar has chosen to deliberately take the risk of dividing opinions, rather than creating vehicles aimed at pleasing as many buyers as possible. This philosophy also explains their controversial repositioning advertising campaign, which sparked numerous reactions by presenting an aesthetic completely different from the brand’s traditional image.

The executive also explained the business reasons that led Jaguar to abandon its previous strategy. “It’s a segment with fierce competition. It was simply very, very difficult for us to keep up,” he admitted, referring to the conventional luxury market. The solution chosen was to reduce the sales volume the company aimed for and focus on luxury vehicles with a significantly higher price point.

A 1,030 HP electric car costing over 160,000 euros to reinvent Jaguar

The first representative of this new philosophy is the Jaguar Type 01, a 5,200 mm long 4-seater sedan that launches a family of 3 luxury electric vehicles. Its propulsion system uses 3 electric motors that together produce 1,030 horsepower, with all-wheel drive and an acceleration from 0 to 100 km/h in 3.2 seconds. It also features a battery with 118 kWh of usable capacity, an 850-volt architecture, and a claimed range of up to 720 kilometers, although this remains pending final European homologation. Its initial announced price for Europe is 165,000 euros. For reference, there are already over 50,000 people interested in purchasing a Type 01.

The electric motor is not the main reason to buy a Jaguar

Another of Glover’s most interesting statements relates to the importance that luxury car buyers place on propulsion technology. According to studies conducted by Jaguar-Land Rover, the type of engine ranks only eighth among the factors that determine the purchase of a car of this nature. Factors such as design, the driving experience, the pleasure of driving, and the quality of materials come ahead in importance.

The executive also noted that approximately 20% of customers with the highest purchasing power prefer gasoline-powered vehicles. From his perspective, this leaves a sufficiently large market for developing purely electric vehicles. Additionally, he believes this technology offers the features Jaguar was seeking in terms of design, performance, and refinement. “By designing the platform exclusively for electric propulsion, we avoid the compromises that would have been necessary if it had to accommodate multiple types of powertrains,” he explained.

With this strategy, Jaguar aims to stand out both through its technical features and a highly distinct visual identity. The manufacturer is aware that its new vehicles won’t appeal to all buyers, but its executives believe that this ability to provoke strong reactions is precisely one of the elements that can restore the brand’s exclusive character.