Jaguar believes it can sell $300,000 luxury EVs

Jaguar is betting on expensive luxury EVs, like the controversial Type 00, as part of its comeback plans. The struggling British automaker sees an opportunity in the 140,000 euro ($160,000) to 300,000 euro ($350,000) price range.

Jaguar bets on $300,000 luxury EVs for survival

If you haven’t seen it yet, well, the Type 00 is unique, to put it nicely. Jaguar revealed the radical GT concept late last year, nearly breaking the internet.

Everyone from Tesla’s Elon Musk to Lucid Motors chimed in, poking fun at the design and Jaguar’s desperate search for a new image.

Although Jaguar’s design boss, Gerry McGovern, the man behind the Type 00’s controversial look, was fired earlier this month, that isn’t stopping the company from plowing ahead with plans to launch its first next-gen EV in 2026.

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Members of the media were invited to Jaguar’s UK headquarters earlier this month for a closer look at the flagship EV and a brief test run.

According to WIRED, which attended the event, the Type 00 “still looks odd,” but it packs some serious power. Unlike the two-door GT concept, the vehicle actually has four doors. Although the second set of doors is a slight improvement, the hood is still a bit too long.

Jaguar’s managing director, Rawdon Glover, said the company has gone through about 150 prototypes, and that six months ago the hardware was updated.

The interior design wasn’t finalized with wires and bolted-on displays, but “it does have one of the nicest steering wheels I have seen in a long time,” WIRED said (at least it’s a start.).

Like BMW and Mercedes-Benz, Jaguar stressed the importance of computing power. JLR’s vehicle engineering director, Matt Becker, said that, like BMW’s “Heart of Joy” ECU, Jaguar’s new tech cuts ECUs’ lag time to just 1 millisecond.

Thanks to the improved ECU and added software, the “car seems to keep accelerating with ease way beyond the 100-mph mark.”

Jaguar revealed the flagship EV will be equipped with a tri-motor setup, delivering over 1,000 hp. The setup will include two electric motors on the rear axle, plus one on the front.

Other specs, including charging speeds and official driving range, have yet to be revealed. However, Jaguar did say it’s aiming for around 400 miles (WLTP).

Glover made it clear that “Jaguar had to change” to ensure the brand’s survival. According to Jaguar’s boss, “there’s a space right at the top end of premium, but underneath the uber luxury of the Rolls Royce, the Lamborghinis, the Bentleys. There’s a big gap between 140,000 euros and 300,000 euros [$160,000 and $350,000].”

Jaguar has been successful in that segment before. Can it do it again as an all-electric brand? With other global OEMs, like Ford, water down EV plans, will Jaguar follow suit? “Anything’s possible,” Glover said, adding, “but it’s not in our plan.”

Jaguar’s electric four-door GT is expected to launch in the first half of 2026. It will be followed by at least two more luxury EVs, which are expected to be a sedan and an SUV.