Jaguar is betting its future on a radical shift: a single, ultra-luxury electric grand tourer codenamed “Type 00.” After years of decline – sales plummeted 86.2% across key European markets through October 2024 – the British automaker is doubling down on exclusivity over volume. The core question is whether this high-stakes gamble will pay off, or if Jaguar is accelerating its own irrelevance.
The Beast Under the Hood
The new Jaguar won’t be subtle. It boasts over 1,000 horsepower from three electric motors, distributed with a rear-biased 30:70 torque split. Despite the immense power, Jaguar aims to keep the weight under 2,750 kilograms (6,062 pounds). The car will be massive – exceeding five meters in length and riding on 23-inch wheels – presenting a commanding, yet unconventional presence.
The shift to all-electric is absolute. While the design still hints at combustion engines with its long hood, Jaguar has abandoned internal combustion entirely. The vehicle is built on a bespoke EV platform, featuring all-around air suspension and twin-valve damping for a luxurious ride. Rear-wheel steering, with up to six degrees of opposite lock, will enhance maneuverability despite the car’s size.
Performance and Range: The Specs
Jaguar is targeting a 120 kWh battery pack, delivering an estimated 400 miles (644 kilometers) of range under WLTP testing. Prototypes have already hit 160 mph (257 km/h) with near-silent operation thanks to advanced noise cancellation. The company has built 150 prototypes, frozen the final design, and is subjecting them to rigorous worldwide testing.
The Type 00 will start at $120,000 when order books open next summer. This price point reflects Jaguar’s deliberate move upscale, acknowledging that it will alienate most of its current customer base. Management estimates only 15% of buyers will be repeat customers, meaning 85% will be new to the brand.
Why This Matters: A Brand in Crisis
Jaguar’s drastic sales decline – from 181,500 vehicles in 2018 to just 33,000 last year – demonstrates a fundamental problem. The company is not simply repositioning; it’s abandoning its core market. The shift to ultra-luxury EVs is a calculated risk, but one that could easily backfire.
The industry is already grappling with EV profitability. Despite the high price, Jaguar must overcome the notoriously higher production costs of electric vehicles to ensure this strategy generates real profit. The success hinges on whether a new, affluent clientele will embrace the brand’s radical reinvention.
Jaguar has accepted that it will likely alienate most of its current customers. This is not an accident; it’s a deliberate strategy to court a new, wealthier demographic.
The outcome remains uncertain. While the Type 00 is undoubtedly audacious, its success is far from guaranteed. The future of Jaguar depends on convincing enough buyers that 1,000 horsepower and a $120,000 price tag are worth abandoning the brand’s traditional appeal.
