Jaguar has revealed the production-ready Type 01, the electric model that will lead its push into a new ultraluxury era. Unlike the provocative pink-and-blue Type 00 concept that introduced Jaguar’s new direction nearly two years ago, the production car arrives in a much more restrained silver exterior with an “orchid white” interior.
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The change goes beyond the color palette. Jaguar has also replaced the surreal imagery of its original launch campaign with a more conventional performance-focused advertisement featuring a driver, high-speed driving, smoke and a red-and-black visual theme. The Type 01 is expected to start at around $130,500 in the U.S.
From Pink Concept To Production Car
Jaguar’s 2024 concept debut at Miami Art Week was designed to make a statement. The two-door Type 00 appeared in bright pink and blue, while its teaser film showed expressionless models walking through a vivid fuchsia landscape.
The campaign was widely mocked online and eventually attracted the attention of President Donald Trump, who criticized it on Truth Social in 2025, questioning whether anyone would want to buy a Jaguar after seeing the advertisement.
Jaguar is taking a noticeably different approach with the production car. Managing director Rawdon Glover said the original campaign was created to introduce a new design language and direction, while the Type 01 needed to be presented as a real production vehicle for customers.
“This is a production car that’s in the real world that real people want to buy,” Glover said.
Jaguar Is Still Taking A Radical Approach
Despite moving away from the pink-and-blue concept styling, the Type 01 remains a major departure from Jaguar’s traditional design and market positioning.
Jaguar has struggled with declining sales for much of the past decade. Its earlier attempt to compete more directly with BMW and Mercedes-Benz through a broader lineup of SUVs and sedans failed to deliver the desired results. Company executives also acknowledged that Jaguar had struggled to connect with younger buyers.
The new strategy is almost the opposite. Jaguar plans to sell fewer vehicles at substantially higher prices and position itself further into the luxury market.
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Designers at Jaguar Land Rover’s headquarters in the West Midlands were given the task of creating a new visual identity. Engineers then had to turn that dramatic design into a production vehicle.
The result was the Type 00 concept, a large, futuristic electric car that previewed the direction Jaguar wanted to take.
The Type 01 carries much of that concept’s attitude into production.
A Design Unlike Other Luxury EVs
Jaguar exterior design lead Alexey Andreev believes the Type 01 will stand apart from other cars on the road.
“Ask yourself the inner question: Have you ever seen a car like this before?” Andreev said during a preview event in New York.
The production model retains several of the design details that made the original concept so distinctive. Jaguar showcased elements including brass-effect anodized aluminum and an “impossible panel,” an aluminum body section shaped across five different planes.
The Type 01 is not just about visual drama, either. Jaguar says the EV can accelerate from 0 to 60 mph in 3.1 seconds.
Jaguar Wants A New Kind Of Buyer
Actor Florence Pugh, the brand’s new ambassador, appeared at a New York event promoting the Type 01. Jaguar also invited design journalists, bloggers and online creators as it attempts to build a new image around the brand.
The target audience is different from Jaguar’s traditional customer base. The company wants to move beyond older buyers and appeal to a younger, fashion-conscious and affluent audience.
The Type 01 will have to establish that new identity in a U.S. EV market that has become considerably more difficult.
The Type 01 Faces A Tough EV Market
The $7,500 federal EV tax credit from the Biden administration is no longer available, prices have increased and several automakers have canceled or delayed EV programs. According to the research firm Motor Intelligence, U.S. EV sales this year are down almost 50% from 2025.
Luxury automakers are responding by focusing on longer-range and more technologically advanced electric vehicles. Bentley, for example, recently unveiled its first EV with a price of about $230,000 and a claimed 0-to-60-mph time of 2.9 seconds.
Jaguar will have to compete in that increasingly demanding market with a vehicle designed to stand out rather than blend in.
Up To 400 Miles Of Range
One of the Type 01’s strongest selling points could be its range. Jaguar says the EV can travel up to 400 miles on a full charge, making it one of the longer-range electric vehicles available in the U.S.
Jaguar has also tried to preserve some of the characteristics enthusiasts associate with gasoline-powered cars. The Type 01 features a simulated engine sound and a long hood, despite being powered entirely by electricity.
The combination of performance, range and dramatic styling is central to Jaguar’s attempt to justify the car’s expected $130,500 starting price.
Jaguar Now Has To Sell The Car
The biggest challenge for Jaguar is no longer getting attention. The Type 00 and its bold debut already accomplished that. Now the company has to convince customers that the Type 01 is more than a design statement.
Glover said the next phase will require Jaguar to explain the vehicle’s practical and driver-focused capabilities rather than simply market itself as a youthful and creative brand.
The Type 01 does not abandon the bold thinking behind the Type 00. Instead, Jaguar has toned down the presentation and brought the concept closer to reality. The pink is gone, but the company’s ambition to reinvent itself remains intact.
