Jaguar takes a leap into luxury EV market with new £130,000 model

Live updates

1. 1h ago

   Jaguar unveils Type 01 EV at £130,000

   Jaguar has unveiled its new electric luxury vehicle, the Type 01, marking a major strategic shift into the high-end electric market with a price tag of £130,000 or $130,500. The four-door grand tourer arrives two years after a controversial brand relaunch that drew widespread public ridicule and heavy marketing criticism, including pink branding that has since been ditched. Designed to target young American buyers, the sleek new luxury model features dimensions that make it too long for standard UK parking spaces while mirroring the look of its earlier divisive concept car. Florence Pugh launched the vehicle as the British marque bets its future on the new era.

   Why it matters

   The rollout follows a period of intense scrutiny over Jaguar's visual identity overhaul, which alienated traditional consumers before the production vehicle debuted. The British manufacturer is staking its financial future on the high-end electric vehicle segment with this flagship four-door grand tourer. Observers are watching closely to see if the expensive luxury positioning can revive the storied brand.

   What is confirmed

   • Jaguar unveiled the new Type 01 electric vehicle, priced at £130,000 or $130,500.
   • The vehicle is a four-door grand tourer that follows a controversial rebrand two years ago.
   • Florence Pugh launched the new Jaguar model.

   Still unconfirmed

   • The Type 01 EV is explicitly targeted at young American buyers despite being too long for UK parking spaces.
   • The British marque is betting everything on the new electric Type 01 to save the company.

   What to watch next

   • Customer delivery timelines and official sales volume figures in North America and the UK
   • Market performance and consumer reception of the £130,000 luxury price point
   • Subsequent model announcements or production expansions under the revamped brand strategy
   Sources used for this update (10)

   1. BBC — From 'woke' ridicule to real car - new electric Jaguar unveiled
   2. The Guardian — Jaguar targets young Americans with Type 01 EV – but it’s too long for UK parking spaces
   3. WSJ — Jaguar Ditches the Pink Branding in Unveil of Its Big, Sleek Type 01 EV
   4. Car and Driver — View Interior Photos of the 2028 Jaguar Type 01
   5. Financial Times — Jaguar takes a leap into luxury EV market with new £130,000 model
   6. CNBC — Jaguar unveils $130,500 electric vehicle two years after controversial rebrand
   7. Designboom — jaguar type 01 launches electric era with four-door grand tourer
   8. The Verge — Jaguar’s first EV looks just like its divisive concept car
   9. British GQ — Fittingly, Florence Pugh launches Jaguar into its brave new era
   10. spearswms.com — Jaguar Type 01: Can this futuristic new car save Jaguar?
   confidence 90%