Many criticized Jaguar’s new electric car, but it already shows signs of success.
When Jaguar announced its controversial rebranding at the end of 2024, which included a new corporate image, logos inspired by the fashion world, and a design language that completely broke away from the past, it faced heavy criticism. The unveiling of the Type 00 prototype, a angular electric coupe with monolithic lines, only added fuel to the fire.
Truth is, Jaguar had been absent from mainstream discussions for many years, so the fact that even Elon Musk commented on its shift in direction (to criticize it, of course) was seen as a victory for the British brand. After discontinuing its previous lineup, it aims to leave the premium segment and transform into a luxury brand on par with Maserati or Porsche.
The first model of this new era, unveiled just a few weeks ago, confirmed the worst fears of the purist enthusiasts: the new Type 01 is essentially a Berlin version of the Type 00, retaining almost unchanged the most controversial features of the concept car, including its brutalist minimalism.
It is a large vehicle (5,235 mm long and 1,403 mm high) that competes with the Mercedes-AMG GT 4-door Coupé and Porsche Taycan, as well as the BMW i7 and Mercedes-Benz EQS. The Type 01 features a long, flat hood, minimal front fenders, and a cabin positioned over the rear axle—classic proportions that contrast with its futuristic design.
The Jaguar Type 01 has a WLTP range of 720 km
It is built on the JEA platform and, according to the brand, offers outstanding dynamic performance. Among other things, Jaguar’s latest creation features a dynamic air suspension with variable-volume springs and active dual-valve shock absorbers. The weight distribution is 50/50, while the rear wheels can swivel up to 6 degrees, reducing the turning diameter to 11.5 meters.
Its propulsion system consists of three electric motors (one at the front and two at the back), which deliver 1,030 horsepower. It can accelerate from 0 to 100 km/h in 3.2 seconds. The battery is of the NCM (nickel, cobalt, manganese) type and has a capacity of 118 kWh. Its estimated range is 720 km according to WLTP standards. Additionally, the electrical architecture operates at 850 volts. With a peak continuous current of 350 kW, the Type 01 can be charged from 10% to 80% in 22 minutes.
Despite initial skepticism, the public has actually begun to accept the unique design of the Type 01, as evidenced by the numerous social media posts praising its aesthetics. “We have over 50,000 people worldwide who tell us they are very interested in this new car. They are potential customers who want to stay informed about it, and we communicate with them regularly. 80% of them were not Jaguar customers,” said Rawdon Glover, Jaguar’s CEO, recently.
"We know this won’t sit well with a large portion of our current customers. And anyway, unfortunately, this customer base didn’t allow us to achieve profitability with our previous products. That’s why we chose this strategy of completely breaking away from the Type 01. We don’t want to sell hundreds of thousands of units, but only enough for new customers who appreciate its design."
Source | Caradisiac