Jaguar has entered the luxury electric vehicle market with the launch of the Type 01, a new all-electric model priced at £130,000 in the UK and $130,000 in the US. The model represents a significant departure from Jaguar’s traditional design and pricing, aimed at positioning the brand more firmly within the premium segment.

The Type 01 is a large, four-door grand tourer measuring 5.2 meters in length, featuring 23-inch wheels, a low roofline, and an extended bonnet. Its range reaches up to 450 miles, reflecting current advancements in electric vehicle technology. Notably, the iconic leaping-jaguar emblem has been relocated from the front of the vehicle to a laser-etched position on the side.

Jaguar Land Rover (JLR), which is owned by India’s Tata Motors, announced that the vehicle and its pricing strategy aim to attract younger consumers who desire a distinctive and bold presence. Rawdon Glover, JLR’s managing director, emphasized that the model is designed to “stand out” and avoid the trend of electric vehicles becoming “a commodity” due to homogeneous designs, which typically feature short bonnets and slim wheels. The Type 01, initially shown as a pink prototype called the Type 00, now comes in more subdued colors such as silver and blue—a change reflecting lessons learned from social media backlash.

The launch comes nearly two years after Jaguar’s controversial rebranding campaign that drew criticism on social media, with some car enthusiasts accusing the brand of abandoning its heritage in favor of perceived political correctness. Glover acknowledged the response, saying the new model must embody more than just change.

The introduction of the Type 01 also places Jaguar alongside luxury brands like Ferrari and Bentley, which have begun offering electric models this year. However, unlike these competitors, Jaguar is fully committing to electric vehicles, even as petrol models continue to generate higher profit margins and retain a dedicated customer base that values the traditional internal combustion engine experience.

Despite the bold move, some analysts have expressed skepticism about the model’s commercial success. Ed Kim, chief analyst at automotive market research firm AutoPacific, noted that the backlash in the U.S.—particularly from more conservative audiences—stemmed not primarily from the vehicle’s design but from concerns about the brand’s perceived political positioning, sometimes described as “wokeness,” which may have alienated certain buyers.

JLR’s strategy with the Type 01 is to sell fewer vehicles at higher prices to restore Jaguar’s commercial relevance and secure its place in a rapidly evolving luxury automotive market increasingly dominated by electric powertrains.