Jaguar has unveiled the final version of its new Type 01 EV, the first car as part of its controversial rebrand, and it’s a four-door, 1,016-horsepower 1930s comic-book gangster-style vehicle.
Jaguar made a splash in late 2024 when it revealed a new concept car (the Type 00) and a controversial rebrand, changing its wordmark and design language to be radically different from anything we’ve seen before from the legendary brand (or, indeed, perhaps from any car company).
Jaguar summed up the rebrand with the phrase “don’t copy anything,” and it seems they’ve hit the mark.
The redesign received a lot of attention, and much of it was negative, given the change it brought to the brand. (Personally, I loved it, and perhaps loved it even more for every pearl I clutched in response.)
A year later, the man responsible for the rebrand was fired from the company, leading some to think that the rebranding effort would be reversed and that something more traditional might emerge from Jaguar.
And now, almost a year later, we’re getting our first look at the first real car to come out of the rebrand… and it looks a lot like the Type 00 concept that attracted so much controversy, plus a couple of doors and minus a little pink.
Jaguar has named the car Type 01 EV, which will be available in model year 2028. It is the first production car to come out of the rebrand.
The styling is as bold and unconventional as the concept, although Jaguar appears to have learned something from that experience and opted for a color a little more unconventional than the candy cane pink that the Type 00 was originally clad in (again, I loved it and your tears are delicious).
The bonnet is unpleasantly long, which is completely unnecessary given the car’s electric provenance, and appears to exist mainly for styling reasons. In total, the car is 5.2 meters (204 inches) long, half a foot longer than the Tesla Model S.
There’s one engine under the front hood (and two in the rear), but there’s no way it could take up that much space, and Jaguar’s engineering graphics don’t suggest otherwise.
Jaguar says the space between the front wheel and the cabin is intended to evoke the classic Type E, also known for its enormously long bonnet. To me, the straight lines, chopped top, and long, blocky hood evoke the kind of vehicle you’d expect a comic-book gangster to drive.
Those three engines combined generated 1,016 horsepower. They’ll get the 6,000-pound beast from 0 to 60 in 3.1 seconds and are connected to an 850-volt, 120 kWh battery with an EPA-rated 400 miles of range. It can charge from 10 to 80% in 22 minutes with a 350 kW DC charger or add 200 miles of range in 13 minutes.
So we guess it would also make a good getaway car. Except, well, there’s no rear window to aim your submachine gun at; instead, it’s solid and you’ll have to see the rear through a camera, like in the Polestar 4 coupe.
Inside, Jaguar has gone minimalist, with few physical buttons visible and a 7-inch central interface styled like a smartphone. The center also has an armrest that runs the length of the vehicle, with storage inside, but that looks like it might make the interior feel a little cramped (and it doesn’t hide either the driveshaft or the battery, so it’s kind of…there).
The car has a complement of luxury features such as massaging seats, cabin air purification and selectable fragrances.
Those luxury features come with a luxury price tag: from £130,000 ($172,000). Which, while it’s more than twice as expensive as Jaguar’s outgoing I-Pace EV, is maybe even somewhat cheap compared to expectations for this vehicle, which at one point cost over $200k.
As for the controversy, Jaguar seems to enjoy it. When Jaguar sent out surveys about its redesign, it got more 1s and 2s out of 10 than usual, but also more 9s and 10s. Jaguar’s CEO said that “a great design must have the confidence to polarize…we’re not interested in 6s, 7s and 8s.”
We can at least praise them for not taking half measures.
The car will be available for order in early 2027, but will not be delivered until the end of that year. So if you’re looking to get in line, stay tuned.
What do you think of Jaguar’s new design direction, now that we’ve seen it in production form? Let us know in the comments.
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