Jaguar’s Type 00 Unveiled in London, Signals Bold Luxury Shift

UPDATE: Jaguar’s groundbreaking Type 00 has made a stunning return in London, showcasing the luxury brand’s ambitious pivot towards high-end vehicles. The extravagant coupe was unveiled in front of the prestigious Chancery Rosewood hotel, coinciding with the 90th anniversary of the iconic 1935 SS Jaguar.

The Type 00, initially introduced last year, is back in the spotlight just days after reports confirmed the dismissal of design chief Gerry McGovern at parent company Tata Motors. This eye-catching electric vehicle (EV) was resprayed in a striking London Red matte finish, ensuring it turned heads among luxury vehicles like the Rolls-Royce Cullinan and Bugatti Chiron.

Jaguar’s decision to showcase the Type 00, rather than a near-production prototype, raises eyebrows as the official release is expected in 2026. While prototypes have revealed a more conventional sedan-like shape, the initial concept remains a conversation starter, eliciting strong opinions from automotive enthusiasts.

The bold marketing strategy behind the Type 00 is designed to attract a fresh clientele. Managing director Rawdon Glover revealed that 85 percent of future buyers will be new to the brand, with only 15 percent expected to be returning clients. This shift highlights Jaguar’s commitment to redefining its customer base as it ventures into a more luxurious and expensive market.

The starting price for the Type 00 is projected to be around $130,000, positioning it alongside competitors like the Porsche Taycan 4S. Although the production-ready version was anticipated before the end of this year, delays have pushed its premiere to 2026, with deliveries slated to begin before year-end.

Glover asserts that the Type 00 aims to elicit a “real visceral reaction,” claiming, “we’ve made a car that has drama.” As Jaguar phases out all previous models except the F-Pace, which will also be discontinued by 2026, the Type 00 represents the brand’s future direction—fully electric and distinctly luxurious.

The unveiling of the Type 00 is not just about a new car; it reflects Jaguar’s strategic overhaul to capture a segment dominated by brands like Bentley. The emotional impact of this transition resonates as the company seeks to redefine its identity in an evolving automotive landscape.

As excitement builds around the Type 00, Jaguar’s move also raises questions about the future of its existing lineup. With the F-Pace nearing extinction, the Type 00 will be the flagship model, leading the charge for a new era of electric vehicles under the Jaguar name.

Stay tuned for more updates as Jaguar prepares to unveil the future of luxury driving. This is a pivotal moment for the brand and the automotive industry at large, marking a significant shift towards electrification and high-end design.