The Jaguar brand showcased its aim to attract younger, wealthier motorists during an exhibition in Paris where they unveiled their latest concept car, the Type 00. This model offers all-electric opulence but comes with a hefty price tag.
The sleek, athletic-looking concept car unveiled to European journalists on Friday hints at a production version slated for release around mid-2026 with an estimated starting price of 150,000 euros ($160,000).
That’s twice as expensive as the current lineup of Jaguars, placing it more in the Porsche price range.
But the prestigious British brand — owned since 2008 by Indian automobile giant Tata Motors — has embarked on a campaign to remake itself as a ride for a far younger clientele than the one traditionally associated with it. Especially as the market goes increasingly electric.
At the end of last year, the company stirred up discussions when they introduced a new logo with rounded letters and launched an advertisement showcasing a vibrant, culturally diverse group of models — without any vehicles in sight.
The Type 00 prototype is just as vibrant: the electric blue variant displayed appeared as though it was taken directly from the set of a “Tron” film.
Jaguar states that the concept guiding their latest release is “exuberant modernism.”
The managing director of Jaguar, Rawdon Glover, who was present to sit in the driver’s seat of the prototype, described it as “a clear preview of all the future Jaguars to come.”
Glover mentioned that the intended audience was likely “between 35 and 50 years old,” noting they should have “a definite appreciation for both design and technology.”
Jaguar faces an uphill battle nonetheless.
Based on data from the European Automobile Manufacturers’ Association (ACEA), Jaguar accounted for just about 1.2 percent of Europe’s car sales in January of this year.
Between April 2023 and the end of March 2024, the firm reported selling 78,000 vehicles in Europe as stated in their 2024 annual report.
As the market for electric cars expands, models from Tesla, Volvo, and Volkswagen lead the way. However, with economic uncertainties looming, numerous European consumers are hesitant due to the elevated costs.
However, Jaguar anticipates that the Type 00 technology will be appealing, boasting a claimed range of 700 kilometers (430 miles) per charge and versions capable of delivering up to 1,000 horsepower.
Nevertheless, the company failed to provide specifics regarding the hefty batteries that would be installed in the vehicles.
Several high-end automakers are delaying their shift toward fully electric vehicles due to the lackluster reaction from consumers.
Aston Martin, Bentley, Maserati, and other brands have postponed their initiatives, while Jaguar’s sister brand Range Rover has also delayed the manufacturing of its electric SUV.