In a bold pivot toward ultra-luxury territory, Jaguar has unveiled its Type 00 electric concept vehicle, signaling a dramatic repositioning that aims to attract a new generation of wealthy consumers to the storied British brand.
The Type 00, with its elongated hood, sweeping roofline and fastback profile, represents the first physical manifestation of Jaguar’s controversial new brand identity that sent social media into a frenzy last November. Set to enter production in late 2025 with a price tag of approximately $160,000, the vehicle marks Jaguar’s ambitious move upmarket to compete with established luxury electric brands like Porsche and Aston Martin.
“Type 00 is a pure expression of Jaguar’s new creative philosophy,” said Gerry McGovern, JLR’s Chief Creative Officer. “This is the result of brave, unconstrained creative thinking, and unwavering determination.”
The vehicle’s name carries deliberate significance – the “Type” prefix links to the brand’s heritage models like the iconic E-type, while the zeros reference both zero emissions and its position as the first model in Jaguar’s new design language. Revealed during Miami Art Week rather than a traditional auto show, the concept was presented in two striking colors dubbed “Miami Pink” and “London Blue,” reflecting both its unveiling location and British roots.
Behind the dramatic styling lies Jaguar’s new dedicated electric platform called JEA (Jaguar Electric Architecture), which the company claims will deliver impressive performance metrics. The production version will target a WLTP range of up to 478 miles and rapid charging capabilities that can add 200 miles of range in just 15 minutes.
McGovern has confirmed that the production vehicles following the Type 00 will be “the most powerful Jaguars ever, capable of producing 1,000 horsepower,” firmly establishing the brand’s ambitions in the high-performance luxury segment.
The interior continues the concept’s modernist theme with a minimalist cabin featuring retractable displays and what Jaguar calls a “digital detox” philosophy. The space is divided by a central spine, with the driver and passenger sections separated by a raised center console. Adding to the bespoke luxury experience, the interior mood can be customized through three material “totems” crafted from brass, travertine, and alabaster.
The Type 00 concept previews Jaguar’s upcoming four-door GT, which will be the first of three all-electric models in the brand’s reinvented lineup. Following the GT’s launch in late 2025, Jaguar plans to introduce an electric SUV and coupe, with all three vehicles expected to start around the $160,000 mark – more than double the average price of current Jaguar models.
For Jaguar dealers, this dramatic shift presents challenges. Rawdon Glover, Jaguar’s managing director, has acknowledged they face a “tough few years” as the previous model range is phased out well before the new vehicles arrive in showrooms.
The global rollout of the production car will follow a phased approach, beginning with key markets like the UK and US in 2026, followed by secondary markets including India toward the end of 2026 or early 2027.
While the dramatic styling and positioning have generated polarized reactions, Jaguar is clearly betting that its future lies in creating distinctive, ultra-luxury electric vehicles rather than competing in the increasingly crowded mainstream premium segment. The success of this strategy will ultimately depend on whether the affluent, design-conscious buyers Jaguar seeks will embrace this radical reinvention of the British marque.
