The Type 00 isn’t for the usual Jaguar crowd. This is for younger buyers with cash to spend and a thing for tech and design. The goal is simple: pull people away from brands like Porsche and Tesla and give them something with a little more edge.
At $160,000, it’s not trying to compete with the older XF or E-Pace lineup. It’s aiming higher—and riskier. Jaguar knows it needs to reset how people see the brand. This is their shot. (Source: France24)
Forget the Old Image
Jaguar’s been trying to shake off its reputation for years. The new logo dropped late last year, no cars in the ad, just fashion-forward faces and music. Now they’ve followed up with a prototype that looks more like a movie prop than a daily driver.
The electric blue Type 00 shown in Paris is flashy by design. That’s not by accident. It’s part of the strategy to grab attention in a market where subtle doesn’t cut it anymore. (Source: Jaguar Media)
Luxury EV, Tight Market
Europe’s electric car market is crowded—and getting tighter. Tesla, Volvo, and VW already have their footing. Jaguar’s coming in late, with a higher price and a smaller customer base. They only sold about 78,000 vehicles in Europe last year, total. (Source: Best Selling Cars)
That makes this a tough sell. Especially when inflation and higher interest rates are still making people hesitate on big-ticket buys. So Jaguar’s banking on design and status to break through. (Source: ACEA)
The Bigger Bet
This isn’t just about one car. Jaguar says the Type 00 sets the tone for everything else they’ll release moving forward. More EVs, all with the same look and attitude. The first production models are expected by mid-2026.
If they get it right, it could be the reset the brand needs. If not, they risk pouring a lot of money into a niche that’s already well covered by brands with stronger EV track records. (Source: The Times)