BREAKING: Jaguar’s highly anticipated Type 00 has emerged in London, celebrating a historic milestone. On this day, the luxury automaker commemorates 90 years since the debut of its first vehicle, the 1935 SS Jaguar. The striking electric coupe, showcased in London Red with a matte finish, is drawing crowds and sparking conversations about the brand’s bold new direction.
The unveiling comes just days after reports surfaced of a significant leadership change at Jaguar’s parent company, Tata Motors, with the dismissal of design chief Gerry McGovern. This spectacle, however, is not merely a distraction; it’s a powerful statement on Jaguar’s commitment to entering the high-luxury market, competing directly with brands like Bentley.
Parked in front of the luxurious Chancery Rosewood hotel, the Type 00 captured attention among an impressive lineup of high-end vehicles, including a Rolls-Royce Cullinan and a Bugatti Chiron. The vehicle’s unconventional design and presence stand out in a sea of luxury, emphasizing Jaguar’s intent to redefine its brand image.
Despite its eye-catching appearance, the Type 00’s return raises questions. Traditionally, one would expect a near-production prototype at this stage, especially with the official launch initially scheduled for late this year but now delayed to 2026. The production model is expected to take on a more sedan-like profile, featuring a flatter roofline and rear doors. Nonetheless, Jaguar’s marketing strategy has ensured that the Type 00 remains a focal point in automotive discussions.
Jaguar is not only aiming to attract luxury buyers but has acknowledged that 85% of its future clientele will be new to the brand. Managing director Rawdon Glover reported that only 15% of buyers will be returning customers, indicating a significant shift in target demographics. This strategic pivot also entails a price increase, with the Type 00 starting at approximately $130,000, aligning it with models like the Porsche Taycan 4S.
As Jaguar prepares for the future, it has discontinued all previous models, including the popular F-Pace, which will be phased out by 2026. The Type 00 represents not just a new vehicle but a transformative era for the brand, as it transitions to a fully electric lineup. Glover promises that this EV will “create a real visceral reaction,” indicating a focus on design and performance that aims to reignite passion among car enthusiasts.
With the automotive world watching closely, Jaguar’s daring move into high-luxury electric vehicles positions it uniquely in a competitive market. As the countdown to the Type 00’s production debut continues, all eyes will be on Jaguar to see if it can indeed deliver a car that not only meets expectations but also exceeds them.
Stay tuned for further updates as Jaguar gears up for the next chapter in its illustrious history.
