Jaguar's transformation into a brand focused exclusively on electric vehicles, accompanied by bold design, has managed to spark interest from over 50 thousand potential buyers globally.
Rawdon Glover, CEO of the British automaker, reported that approximately 80% of these interested parties had never owned a Jaguar vehicle before.
This data was presented during the launch of the Type 01, the first model of this new era, which took place last Tuesday, the 6th, in New York.
Jaguar, which is part of the Indian conglomerate Tata Motors, stopped selling new models after discontinuing the production of its old combustion engine line.
The Type 01 is a four-door electric GT coupe, equipped with three motors and generating 1,030 horsepower, making it the most powerful production vehicle in Jaguar's history. Its style diverges from the brand's tradition, and the executive admitted that the car generates polarized reactions, as, in his opinion, people either love it or reject it.
The company's strategy is not aimed at satisfying traditional customers; Jaguar itself has calculated that up to 85% of its current customer base would not opt for the new electric model. When the change was announced, a survey conducted by the British platform Regit among one thousand brand owners indicated that more than 80% were opposed.
Jaguar's current target audience has higher purchasing power. The Type 01 has an initial price of about R$ 654 thousand (equivalent to US$ 130,500) in the United States, positioning it in direct competition with Bentley models and the more expensive versions of Porsche and Mercedes-AMG.
According to Glover, the average value of the brand's cars in the UK is expected to almost double. The intention is to focus on a smaller sales volume, concentrating 85% of sales in eight or nine specific markets.
Reservations for the vehicle will begin in January 2027, with the first deliveries scheduled for the second half of the year. The main challenge lies in converting registered interest into actual purchases, given that registrations were limited to requesting information about the car.
In the Brazilian market, Jaguar suspended the sale of new cars in January 2025, awaiting the arrival of the new generation of vehicles.