Jaguar Land Rover (JLR) has unveiled the new Jaguar Type 01, an electric four-door GT with an ultra-long bonnet, no rear window and an array of technology, as the luxury carmaker targets growth among US customers. Unveiled in New York, the vehicle starts at $130,500 and is positioned as the beginning of a new generation of Jaguar models. Owned by India’s Tata Motors, JLR is betting on the Type 01 to strengthen its presence in the US, where demand for electric vehicles has been relatively weaker than in Europe.
The Type 01 draws design inspiration from Jaguar’s iconic 1960s E-type sports cars and follows the radical Type 00 concept unveiled in 2024 as part of the brand’s relaunch. The earlier concept attracted criticism from car enthusiasts and some politicians, while JLR’s decision to move its entire lineup toward electric vehicles comes as the luxury auto industry debates whether wealthy customers are ready to abandon petrol-powered cars. Competitors including Ferrari and Bentley have also faced challenges in convincing luxury buyers to embrace EVs.
The launch comes as JLR works through a broader turnaround following a cyberattack that disrupted production and suppliers last year. The company plans to cut nearly 10% of its workforce through voluntary redundancies over the next two years and is seeking stronger growth in the US as European automakers face Chinese competition, tariffs and other industry pressures. While Lamborghini has ruled out launching an EV before the end of the decade and McLaren says customers remain uninterested in going electric, JLR is pushing ahead with its ambitious all-EV strategy.
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