Jaguar is looking to reinvigorate its brand by attracting a new generation of affluent drivers. The luxury automaker showcased its all-electric Type 00 prototype in Paris, signaling a strategic pivot towards a younger, wealthier clientele.
The low-slung, eye-catching electric vehicle is expected to hit the market in mid-2026, with a starting price of 150,000 euros (approximately $160,000). This price point positions the Type 00 squarely in the premium luxury segment, rivaling brands like Porsche.
Since being acquired by Indian automotive giant Tata Motors in 2008, Jaguar has been consciously working reshape its image to appeal to a younger demographic. The company has observed the shifting preferences in the market, with electric vehicles quickly gaining popularity.
This shift in branding started with a new logo featuring curved lettering. Accompanying this was an advertising campaign which prominently featured a diverse and fashionable cast of models. The Type 00 continues this aesthetic, with an electric blue design reminiscent of the movie “Tron.”
According to Jaguar, “exuberant modernism” is the central design philosophy behind the Type 00.
Rawdon Glover, Jaguar’s managing director, described the prototype as “a very clear manifestation of all of the future Jaguars that will come.” Glover indicated the car’s target market as prospective buyers “maybe between 35 and 50” years old, with a “definite…interest in design and interest in technology.”
Jaguar faces an uphill battle in the competitive European market. Data from the European Automobile Manufacturers’ Association (ACEA) reveals that Jaguar held only about 1.2 percent of the total European car market in January 2025.
In the period from April 2023 to the end of March 2024, Jaguar sold 78,000 vehicles in Europe, as reported in its 2024 annual report.
The electric vehicle market is currently dominated by brands like Tesla, Volvo, and Volkswagen. Furthermore, the economic uncertainty in Europe has made many consumers hesitant to spend more money on electric cars.
Jaguar is confident the Type 00’s technological features will be appealing to buyers. The car is expected to have a range of 700 kilometers (430 miles) on a single charge and will offer models with up to 1,000 horsepower. The manufacturer has not released details about the vehicle’s battery system.
Interestingly, other luxury car manufacturers have slowed their transition to all-electric vehicles due to consumer response. Aston Martin, Bentley, and Maserati have all scaled back their plans, while Jaguar’s sister brand, Range Rover, has delayed production of its electric SUV.
