Jaguar Unveils Type 01 Electric Grand Tourer for Brand Reboot

Jaguar unveiled the Type 01, a £130,000 ($172,000) electric grand tourer, marking the first release in a new fully electric lineup. The vehicle serves as the centerpiece of a broader brand reboot designed to shift the company's target demographic toward younger customers, distancing the brand from its traditional association with British prime ministers and middle-aged men.

This launch follows a strategic period during which the company ceased selling new cars in the United Kingdom to overhaul its branding and pivot exclusively toward luxury electric vehicles. Orders for the Type 01 are scheduled to open in early 2027.