Jaguar Unveils the All-Electric Type 00, Targeting a New Demographic
Paris (AFP) – Jaguar is setting its sights on attracting younger and wealthier drivers with the unveiling of its new Type 00 prototype. The all-electric luxury vehicle, showcased in Paris, comes with a hefty price tag—approximately $160,000—and promises a blend of performance and modern design.
The production version of the Type 00 is anticipated to hit the market in mid-2026. Image: © Thomas SAMSON / AFP
The prototype, a low-slung and muscular concept car, is expected to spawn a production model by mid-2026 with a starting price of 150,000 euros ($160,000). This is double the cost of Jaguar’s current lineup, putting it in direct competition with brands like Porsche.
Owned by Indian automobile giant Tata Motors since 2008, the British marque is undergoing a significant transformation. The aim is to position itself as a vehicle of choice for a younger, more affluent audience, particularly as the automotive market moves increasingly toward electric vehicles.
Jaguar’s refreshed logo and image reflect its focus on younger, wealthier drivers. Image © Thomas SAMSON / AFP
Late last year, Jaguar introduced a redesigned logo with curved lettering and an advertisement featuring a diverse group of models, though without any cars on display. The Type 00 prototype itself boasts a striking electric blue color, evoking a futuristic aesthetic.
Rawdon Glover, Jaguar’s managing director, described the design philosophy behind the Type 00 as “exuberant modernism.” He highlighted the car’s significance, stating that it “a very clear manifestation of all of the future Jaguars that will come.” Glover indicated the company is targeting a customer base “maybe between 35 and 50” with a strong “interest in design and interest in technology.”
Jaguar faces substantial competition in the electric vehicle market. Image: © Thomas SAMSON / AFP
Despite Jaguar’s ambitions, the company faces substantial challenges in the electric vehicle market. According to the European Automobile Manufacturers’ Association (ACEA), Jaguar held roughly 1.2 percent of the European car market in January 2025. Jaguar sold 78,000 vehicles in Europe between April 2023 and the end of March 2024, as indicated in its 2024 annual report. The electric car market—dominated by Tesla, Volvo, and Volkswagen—presents tough competition, with many European consumers hesitant about high electric vehicle price tags.
However, Jaguar is banking on the appeal of the Type 00’s advanced technology. It promises a range of 700 kilometers (430 miles) between charges and models with up to 1,000 horsepower. Detailed information on the battery technology has not been released.
Other high-end car manufacturers have also experienced slower-than-expected adoption rates of EVs, resulting in postponements of their electrification plans. Aston Martin, Bentley, and Maserati, among others, have delayed their electric vehicle roadmaps. Jaguar’s sister brand, Range Rover, has also delayed its electric SUV production.
