Jaguar’s director: “Being polarizing is good”
Image: Jaguar
Jaguar recently unveiled its first model for its future as a manufacturer of ultra-luxurious electric cars. For this British heritage brand, the United States is expected to become the key market for the Type 01 sports sedan. Orders are set to begin being accepted in early 2027. In the UK, the starting price is listed at £130,000 (approximately €154,000).
According to studies by Jaguar Land Rover (JRL), powertrain is only the eighth most important factor in purchasing decisions. Design, emotional response, driving pleasure, and material quality are given higher priority by potential customers. Rawdon Glover, Managing Director, told Automotive News that about 20 percent of affluent customers prefer vehicles with internal combustion engines. This leaves a significant market open for the Type 01.
Jaguar chose an electric powertrain, according to Glover, because it offered the design, performance, and “refinement” the brand was seeking. “By designing the platform exclusively for electric power, we avoided the compromises that would be necessary if it had to accommodate multiple types of propulsion.”
The Type 01 is based on the Jaguar Electric Platform. This electric vehicle is the first of three luxury electric cars planned by the brand so far. The design of the 120-kWh battery pack allows for more legroom in the back of this 5.2-meter-long limousine through a special arrangement of the battery cells, which also reduces the vehicle’s height.
The Type 01, with a height of only 1.40 meters, features three electric motors, all-wheel drive, and a maximum system power of 758 kW/1030 horsepower. It can accelerate from 0 to 100 km/h in 3.2 seconds. The usable battery capacity is 118 kWh, and the electrical system operates at 850 volts. The WLTP range is stated to be up to 720 kilometers. Fast charging is possible at up to 350 kW, allowing the batteries to be charged from 10% to 80% in about 22 minutes.
Controversial Reorientation
Regarding the radical decision to discontinue the entire model portfolio in the mainstream premium segment and sell only luxury electric vehicles, Glover said, “It’s a sector with fierce competition. It was simply very, very difficult for us to keep up.”
Jaguar’s advertising campaign for this reorientation was not well received by many. In particular, a commercial featuring a group of diverse, androgynous models in eye-catching, colorful clothing sparked discussion — especially since no cars were visible in it.
Following the introduction of the Type 01, the manufacturer anticipates controversial reactions to its avant-garde design. The polarization is intentionally accepted. “The designs that stand the test of time are those that seem a bit unsettling and bold at first glance,” says Glover. “Polarization is a good thing.”
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About the author
Thomas Langenbucher is an expert in electromobility with experience in the automotive and financial industries. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.
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