Jaguar has launched the Jaguar Type 01, a £130,000 all-electric grand tourer designed to stand out in the luxury EV market. The model, measuring 5.2 metres long with 23-inch wheels, features a bold design that departs from the brand’s historic aesthetic, including the removal of the iconic leaping-jaguar emblem from the front. Managing director Rawdon Glover stated the car aims to avoid becoming a commodity by rejecting homogenous EV design trends.
Priced at $130,000 in the US, the vehicle targets younger, urban customers seeking to make a dramatic entrance. The launch follows a controversial rebranding effort two years prior that faced significant backlash. Jaguar Land Rover, owned by Tata Motors, is pivoting to premium EVs amid declining sales and increased competition from Chinese manufacturers like Chery.
The company is also adjusting its strategy to include hybrids and address challenges in the US market following the end of federal EV tax credits.
Source: Financial Times Companies · Summarized by HeadlinesBriefing