There are 50,000 people interested in Jaguar’s most controversial vehicle ever, and the type of customer is unusual.

14/10/2026 12:30

Updated to

14/10/2026 12:30

Jaguar claims that over 50,000 people worldwide have signed up to receive information about its all-new electric lineup, and the most striking aspect is who they are: approximately 80% of them had never been customers of the brand before. This is exactly what the British manufacturer aimed for after abandoning its previous range and repositioning itself at a much higher end of the luxury market. However, these figures still do not represent any orders or reservations; turning that initial interest into buyers willing to pay significantly more will be the real test of its strategy.

This information was revealed by Rawdon Glover, Jaguar’s CEO, in an interview with the Australian publication Drive.

The company refers to those who register to stay informed about its upcoming models as KMI (“Keep Me Informed”). “Over 50,000 people have told us: I’m really interested in what you’re doing.”

But Glover highlights another figure in particular: “About 80% of those people are new to the brand.”

Jaguar needed to find completely new customers

This isn’t a minor detail. Jaguar’s new strategy is based on the assumption that much of its traditional customer base won’t stay with the brand through this transformation.

Glover himself previously estimated that up to 85% of current buyers might not return once Jaguar completes its transition to significantly more expensive electric vehicles.

Rather than trying to retain all its old customers, the company aims to attract a different audience: younger people with higher purchasing power who are particularly interested in design, technology, and exclusivity.

This means abandoning the market segment where Jaguar has historically competed with BMW, Mercedes-Benz, and Audi to approach manufacturers at much higher price points, with Bentley serving as one of the benchmarks.

The Jaguar Type 01 will be the first major test

The vehicle that will prove whether this transformation works is the Jaguar Type 01, a large four-door electric GT that introduces both the company’s new design language and its new commercial positioning.

Jaguar knows that this change will divide opinions, and in fact it seems to accept this as part of its strategy. The goal is no longer to produce cars that can satisfy the largest possible number of premium buyers. Instead, it aims to create more exclusive products that can build a much stronger connection with a smaller group of customers.

That’s why the figure of 50,000 interested parties holds special significance: it suggests that the new Jaguar is attracting attention precisely outside its traditional market base.

50,000 interested parties are not yet 50,000 buyers

There is, however, a huge difference between requesting information and purchasing a car. We’re not talking about 50,000 reservations or paid deposits. These are people who have asked to stay informed about Jaguar’s upcoming models.

The manufacturer will need to turn this interest into sales of vehicles that are significantly more expensive than discontinued models like the XE, XF, or even the XJ.

Jaguar also doesn’t seem willing to soften its strategy by reintroducing internal combustion engines or plug-in hybrids. According to the company, its future remains entirely electric.

That’s why the figure of 50,000 interested parties is a positive first sign, but not a commercial victory. The real question will arise when the Jaguar Type 01 opens its order book: how many of those new customers will actually be willing to pay for the new Jaguar.