Jaguar Type 01 attracts 50,000 interested people, but no orders yet
Jaguar says around 50,000 people have already expressed interest in its controversially styled Type 01 electric car. More telling still, 78 per cent of those interested are new to the brand. The British manufacturer sees this as a sign that its radical change of direction is working. These are not orders, however, but people who want more information about the car.
Jaguar targets wealthier buyers
Jaguar chief executive Rawdon Glover told Auto Express that the company had sought the views of more than 2,500 potential customers across four continents over three years.
The Type 01's design drew mixed reactions. Some respondents gave it just one or two points out of ten, but it received more top scores than any Jaguar had before.
According to Glover, Jaguar does not want to create a car that appeals to everyone. The aim is to appeal to wealthy buyers who value individuality and want to stand apart from the usual BMW or Mercedes-Benz.
The change of direction brings a significant price increase. While Jaguar's previous average selling price in the UK was around €70,000–€75,000, prices for the new model range are moving towards approximately €145,000.
More than 750 kW and 1,365 Nm
Unveiled in New York, the Type 01 uses three electric motors with a combined output of 757 kW and 1,365 Nm of torque. The car accelerates from 0–100 km/h in 3.2 seconds. Its battery, with a usable capacity of 118 kWh, and 850-volt electrical system allow a range of up to 644 kilometres under the US EPA methodology, according to the manufacturer's estimate. Fast charging at up to 350 kW can add approximately 320 kilometres of estimated range in 13 minutes.
Jaguar will begin producing the Type 01 in the UK in 2027. Orders will open early that year, with prices in its home market starting at £130,000, or approximately €150,000.
Strong interest does not yet mean sales success
Jaguar wants to move away from its existing position as a rival to German premium brands and closer to Bentley's price bracket. Having 50,000 people express interest is an encouraging sign for such a strategy, but their actual willingness to buy remains unknown. Jaguar's decision to offer only electric cars in future makes the situation particularly challenging.
In Europe, the Type 01 will compete primarily with the Porsche Taycan and other expensive electric GT models. Jaguar has the technical capability to compete, but to convince buyers it will also need to demonstrate ride comfort, build quality and long-term reliability.
Jaguar's first objective appears to have been achieved: the Type 01 is attracting attention and reaching a new audience of buyers. Whether that translates into commercial success will only become clear when those interested have to open their wallets.
