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BY MARK WORGAN

Jaguar has unveiled the controversial Type 01 electric model that bosses hope can transform its fortunes.

The four-door electric saloon is the first production model of Jaguar's planned reinvention, as the brand moves away from its traditional executive-car market and towards high-end electric vehicles (EVs).

The company says the Type 01, which was formally unveiled at a glitzy event in New York attended by Florence Pugh and Sienna Spiro on Tuesday (06October2026), starts at a price of around £130,000 and will cost about £150,000 in well-equipped form.

Jaguar managing director Rawdon Glover said the Type 01 was intended to restore the marque's position as a desirable luxury brand.

“From its dramatic design to its captivating drive, Type 01 distils the essence of Jaguar into a car for a new era. Jaguars should be objects of desire and culturally relevant – that’s their natural habitat and where Jaguar is returning,” he explained. “Type 01 is the foundation of the brand, one that makes no compromise between design and engineering in our quest to reinvent Jaguar for the 21st century.”

Jaguar, which had been unprofitable for years, faced an uncertain future before investing about £2.25 billion in the transformation that has produced the Type 01.

At 5.2m long, the Type 01 is only slightly shorter than a Bentley Flying Spur and has a 3.2m wheelbase.

Its design features a long bonnet, low roof and cab-rearward proportions. Jaguar describes the car as "a copy of nothing" – a phrase originally coined by company founder Sir William Lyons.
Jaguar says the Type 01 was created using a "blank sheet of paper", with its proportions refined through wind-tunnel testing.

It is built around a new aluminium architecture and is described by Jaguar as its most technically advanced model to date.

The Type 01 uses three electric motors and an intelligent torque-vectoring system. It produces up to 1,030 bhp and 1,365Nm of torque, with a claimed 0-62mph (0-100km/h) time of 3.2 seconds. It has a 118kWh battery and an 850-volt electrical architecture.

Jaguar says the car can also accelerate from 62mph to 112mph (100-180km/h) in four seconds.

Technology developed by Jaguar's Formula E team, Jaguar TCS Racing, has also contributed to the car's development.

The firm estimates it has a range of around 400 to 450 miles (720km), depending on the measure. Using a 350kW rapid DC charger, the company says up to 200 miles (321km) of range can be added in as little as 13 minutes.

Inside, a central spine runs the length of the cabin, creating separate spaces for the occupants. Brass-inspired elements run along either side of the cabin, reinforcing the car's long, flowing proportions.

A 24-inch OLED screen forms the main driver display, while a separate seven-inch touchscreen between the front seats provides access to frequently used controls.

The car also features a full-width panoramic soundbar and seats with integrated sensory audio.

The Type 01 is the first step in Jaguar's wider attempt to reposition itself as a lower-volume, higher-value luxury manufacturer.

The company says the model will be followed by further vehicles as it seeks to establish a new identity for the brand while retaining its emphasis on distinctive design and performance.

The Type 01 has already proved controversial, however. Promotional materials teasing the rebrand were branded “woke” by critics, while the stylings of the new car have proved divisive.

While it has drawn comparisons to Elon Musk’s much-mocked Tesla Cybertruck from some, others have praised its unique looks as standing out from other luxury cars.