Jaguar has officially pulled the covers off the 2028 Types 01, a monumental shift for the storied British automaker as it transitions into an all-electric luxury brand. Unveiled at an exclusive event in New York City, the four-door grand tourer is described by the company as the “most technically advanced” and “most powerful and aerodynamic” Jaguar ever produced. It packs 1,015 horsepower and an estimated EPA range of 400 miles, and it is the production realization of the Type 00 concept car unveiled in 2024. At the debut, Jaguar managing director Rawdon Glover declared that “Jaguar’s back,” making clear that this car is meant to be a clean slate for the brand.

This guide walks through everything that matters about the Type 01. We cover its 118-kWh battery, 0-62 mph time of 3.2 seconds, and starting price of £130,000 in the UK and $130,000 in North America. We also look at its lightweight aluminum body, the “Impossible Panel,” the Kvadrat-trimmed interior, and the brand reset and production pause behind it. Finally, we look at the rivals it will face when it reaches customers in 2028, and at the real jaguar that inspired the name.

1. Jaguar Pulls the Covers Off the 2028 Types 01 in New York

Jaguar has now revealed the 2028 Types 01, a game changer for the British brand as it goes all-electric for its luxury vehicles. The British brand announced the four-door grand tourer at a press event in New York City, and praised it as the “most sophisticated and most aerodynamic” Jag ever built. It has an eye-watering 1,015 horsepower (1,000 metric horsepower or PS) and an estimated EPA range of 400 miles. As a nod to the innovator Jaguar wants to become in the high-end EV segment, the Type 01 is a blank page. It is a production version of the much-discussed Type 00 concept car first shown in 2024. Deliveries to customers will begin in 2028, more than three years from now, giving the British brand time to figure out what comes next.

Type 01 Headline Facts:

• 1,015 horsepower, 1,000 PS
• Estimated 400-mile EPA range
• Four-door grand tourer
• Unveiled in New York City
• Production version of Type 00

The Type 01 sits firmly in classic GT territory and commands an imposing presence on the road. Its overall vehicle length is 5.2 meters, and its height is an exceptionally low 1.4 meters. Jaguar managing director Rawdon Glover emphasized the design philosophy at the New York debut, stating directly that “Jaguar’s back.” He explained that the car was crafted to prioritize brand identity over basic electric architecture. Glover elaborated on this mindset by clarifying that the car was engineered to be “Jaguar first” while remaining fundamentally enabled by its battery-electric powertrain. In other words, the electric drivetrain makes the car possible, but the character of the car comes from Jaguar itself. That approach shapes everything about the Type 01, from its proportions to its materials and its bold visual details.

2. Battery, Platform, Performance and Pricing

It takes the updated Jaguar Electric Architecture platform and a hefty 118-kilowatt-hour battery to give the three-row SUV the juice necessary for its enormous output. This powerful electric set-up helps the Type 01 to blitz 62 miles per hour in just 3.2 seconds. When factoring in a 400-mile estimated range by the EPA and up to 450 miles via testing according to the Worldwide Harmonised Light Vehicle Test Procedure, which is standard across many markets, the electric vehicle is ready for the long haul. Its powerful specs and long-range estimate are just one part of the equation, as this electric offering includes a dedicated platform and a significant battery pack in tandem with a sum total of 1,015 horsepower.

Power and Price Snapshot:

• 118 kWh battery pack
• 0–62 mph in 3.2 seconds
• Up to 450 miles WLTP
• £130,000 UK starting price
• $130,000 North American minimum

Financially, Jaguar is positioning the Type 01 in an elevated luxury tier compared to its previous product offerings. In the United Kingdom, the vehicle carries a starting price of £130,000, while North American buyers will see a minimum price tag of $130,000 according to official company statements. This price structure places the flagship sedan in direct competition with established luxury electric offerings. It also reflects a complete recalibration of the brand’s market positioning. Parent company Tata Motors and Jaguar Land Rover have committed billions of dollars toward total electrification to ensure this platform succeeds. The automotive landscape is becoming increasingly crowded, and that investment shows how much is riding on the Type 01. The car is meant to prove that Jaguar can compete at the very top of the electric luxury market.

3. A Lightweight Aluminum Body with Dramatic Proportions

From a structural point of view, the Type 01 has a lightweight, four-door aluminum structure that boasts a bold and sleek stance. The focus of the design is on an ultra-long bonnet combined with an uncharacteristically rear-tilted stance that subliminally pays homage to Jaguar’s styling cues of the past, but remains firmly rooted in the present. A significant rear overhang balances the lower, shorter front overhang and balances the profile. Frameless doors, which seal directly to the aluminum structure with no apparent glass runs, provide clean side profiles. The vehicle’s glass area is completely devoid of a backlight, and combines with a sleek new roof to give the car a distinctive silhouette that makes it striking even before the fine details are appreciated.

Body and Proportion Highlights:

• Lightweight four-door aluminum body
• Ultra-long bonnet, rear-leaning stance
• Frameless doors, no glass seals
• No traditional rear window
• 898 mm luxury gap

A major focal point of the exterior is the dramatic distance between the center of the front axle and the front door, known in automotive design as the luxury gap. On the Type 01, this gap spans 898 millimetres, comprising exactly 17 percent of the entire vehicle length. Jaguar designers highlighted this proportion to set the vehicle apart from the shorter nose profiles typical of standard electric architectures. The area is explicitly accented by an anodized brass-effect finishing strip officially dubbed the Fender Ingot. This strip draws the eye to the long nose and reinforces the grand tourer character that Jaguar wanted to achieve. By emphasizing a long front section, the designers chose a classic GT stance over the compact proportions common in electric vehicles.

4. Branding Details and the New Face of Jaguar

Fender Ingot has laser-etched detailing incorporating icons and symbols from the Jaguar heritage including the classic leaper logo, exemplifying a tasteful heritage combination inlay. Additional driving force behind this subtle visual branding brief can be found throughout the vehicle, such as the form crossing strikethrough details featured on the bonnet and boot lid. The monogram, which was updated in 2024, is centre-dominant across the wheel spindles and so are the new wordmark on front grille and boot rear. According to the exterior design lead, Alexey Andreev, “we didn’t want any unnecessary ornaments cluttering the design, but the images we have presented to you provide all the visual clues which tie the vehicle to its parent company without feeling overly cluttered or ornamented.

Brand Signature Details:

• Laser-etched leaper on Fender Ingot
• Strikethrough detailing on bonnet
• 2024 monogram on wheels
• Wordmark on grille, trunk
• Four-fold thin headlights

At the front end, the face of the Type 01 introduces two sets of thin, four-fold headlights embedded within the grille structure. The thin lamps are hemmed in by darker surrounding panels, creating a high-contrast visual signature intended to be recognizable at a distance while looking pristine up closely. Andreev noted that “The new face of Jaguar is instantly recognisable even when approaching from a distance.” The front styling works in harmony with the long bonnet to establish an assertive road presence distinct from rounder electric sedans. Together with the restrained badging, the headlight design gives the grand tourer a clear identity that separates it from competitors. This is the face Jaguar wants drivers to associate with its all-electric future, and it was built to be recognized instantly.

5. Wheels, Active Aerodynamics and the “Impossible Panel”

The rolling stock on the Type 01 involves enormous 23″ wheels with a pinwheel design. Those wheels are equipped with “patent-pending lightweight wheel inserts” designed to steer the flow of air around the wheel wells for maximum aerodynamics. At the rear, active aero technology involves a deployable fender that extends from the tail structure when the car is traveling at higher speeds. The bodywork is built so that the flow of air that comes past the body pushes on the back of the car, and gives it an boost. The company claims that it’s the most aerodynamic car it has ever built, and the aforementioned wheels, deployable rear fender, and body work all work together to optimize efficiency in a form that should still look pretty terrifying.

Aero and Engineering Notes:

• 23-inch pinwheel-pattern wheels
• Patent-pending lightweight wheel inserts
• Deployable rear fender at speed
• Six-way folded “Impossible Panel”
• Five surfaces intersect above arches

One of the most complex engineering feats on the body is found behind the rear doors at the rear quarter panel, an area the engineering team dubbed the “Impossible Panel.” Computer pressing simulations initially indicated that cold pressing aluminum into this specific six-way folded configuration was physically impossible. However, Jaguar engineers successfully executed the process, intersecting five distinct surfaces above the rear wheel arches. This intricate paneling enables the glass seals of the side windows to remain fully concealed while continuing a smooth curve that flattens cleanly into the hood. The achievement shows how far the engineering team pushed to realize the design. It turned a shape that simulations said could not be made into a defining feature of the car’s clean, seamless exterior.

6. Roof Structure and a Screen-Driven Cockpit

On top of the cabin, the Type 01 skips the full-length glass roofs that are so prevalent on modern EVs in favor of a large panoramic glass roof with a set of distinct cant rails. The cant rails stretch out the dramatic curve of the rear quarter panels into the roof structure. The interior cabin continues this structural architectural theme with a singular large rail running down the middle of the interior space, bisecting the cabin into driver and passenger seating, front and rear. In contrast to the open-format cabins of many other electric cars, this layout gives the interior a specific sculptural quality, and also helps visually link the inside of the cabin with the exterior roof, ensuring design language is kept consistent.

Cockpit Layout Highlights:

• Panoramic roof with can’t rails
• Central rail splits the cabin
• Driver display behind steering wheel
• Small screen for climate controls
• Screen replaces rear-view mirror

Inside the cockpit, digital interfaces are integrated into a clean, horizontal dash architecture. A primary digital screen sits directly behind the steering wheel to function as the driver’s instrument display. A smaller secondary screen mounted above the center console handles climate and environmental controls. A third specialized screen positioned above the dashboard near the base of the windshield replaces the traditional rear-view mirror, displaying high-definition live video feeds from external cameras. This setup makes sense because the car has no traditional rear window and relies on its camera array instead. A slim sound bar extends outward from both sides of this mirror screen along the top of the dashboard. The result is a tidy, modern cockpit where each screen has a clear, specific job.

7. Warm Kvadrat Textiles and Furniture-Inspired Luxury

Inside the Type 01, materials are designed to feel warm, tactile, and more like furniture than traditional cabins. For the cabin, Jaguar selected the use of high-quality textiles produced by the Danish company Kvadrat, using multi-tonal wool blends to upholster the seating surfaces and door trim. This approach makes the Type 01 cabin feel warmer and less “techie,” with a softer, less rigid feel that’s often associated with EVs and instead encourages the driver to relax while in a living-room-like environment. As the textiles are multi-tonal, they also add richness to the cabin interior; not only do they cover the seats, but the door trim as well. Use of these high-quality textiles demonstrates how carefully the designers approached interior comfort and touch, creating a relaxing cocoon.

Interior Material Highlights:

• Textiles by Danish brand Kvadrat
• Multi-toned wool blend seating
• Wool-covered door trim
• Warm brass cabin detailing
• Silver satin exterior finishes

Chief materiality designer Mary Crisp highlighted the intent behind selecting these premium fabrics, explaining, “I wanted to add that warmth you get in your home.” That idea of home-like warmth runs throughout the cabin. Warm brass detailing is integrated throughout the interior to complement the soft Kvadrat textiles. It also echoes the brass-effect Fender Ingot found on the exterior, which creates a link between the inside and outside of the car. The brass accents were paired with the silver satin exterior finishes displayed at the launch event, giving the car a refined, cohesive color story. Together, the textiles, metals, and finishes reinforce the Type 01’s position as a luxury grand tourer that values craftsmanship and comfort as much as raw performance.

8. The Brand Reset, the Production Pause and the “Delete Ordinary” Campaign

That new Type 01 comes two years after a big brand change was kickstarted in 2025. Jaguar has decided to put current internal combustion powertrains and legacy models, including the aging XE and XF sedans that had lost momentum against other electric sedans, on hold for three years while it reengineers and retools the company and reapplies a complete brand reset before the Type 01 enters customers’ hands in 2028. A three-year pause is a risky move for any automaker. But Jaguar’s new journey away from past models should come as no surprise; the brand is gambling that a reset will serve it better than a variation on recent products.

Brand Reset Timeline:

• 2025: brand transformation begins
• XE and XF production paused
• Three-year production hiatus
• November 2024: controversial campaign
• Type 01 customer deliveries 2028

This slate-wiping strategy follows a highly publicized and controversial marketing campaign launched in November 2024. The original 30-second promotional clip posted to social media platform X featured models in vibrant clothing alongside abstract slogans such as “live vivid,” “delete ordinary,” and “copy nothing.” Notably, the advertisement omitted any images of automobiles or the iconic leaper logo, prompting widespread public debate. Tech magnate Elon Musk famously responded to the video by asking, “Do you sell cars?” Jaguar defended the non-traditional promotional campaign to Sky News, asserting that the brand intended “to be bold and disruptive.” The campaign was an early signal of how far the company intended to move from convention, and the Type 01 is the first car to put that attitude into a real product.

9. Emotional Design and the Crowded 2028 Electric Luxury Field

Creating Aesthetic Myspace the Type 01’s unique design language, according to Rawdon Glover, is an attempt to ‘step away from the current design trends that are currently playing out in the EV market’. ‘I think the classic EV fell into quite a homogenous type of design. Having a design and an aesthetic that really connects with people on an emotional level that’s a different kind of thing’, explains Glover. To appeal to this intimate emotional space, the zero-emissions Jaguar has a more radical aesthetic setup: bowing down on sweeping aluminum surfaces, exaggerated GT proportions, a warm interior that resembles furniture and not something to transport yourself in. It’s this leap away from the looks of most other electric sedans, according to Glover, that gives the Type 01 its differentiating distinction, on the outside and inside.

Market Outlook Snapshot:

• Avoids homogeneous EV design
• Audi and Genesis preparing rivals
• Ferrari, Bentley released first EVs
• Smaller, focused product lineup
• Built on dedicated electric architecture

By arriving in 2028, the Type 01 will enter an EV landscape featuring next-generation offerings from top luxury rivals. Automakers like Audi and Genesis are preparing advanced high-performance electric sedans, while Ferrari and Bentley have also rolled out their inaugural electric models to test luxury buyer appetites. Jaguar’s strategy centers on operating a smaller, more focused product lineup built exclusively on dedicated electric architecture. The success of this pivot relies heavily on whether affluent buyers embrace Jaguar’s minimalist design philosophy and high-performance electric credentials. The competition will be strong, and buyers will have many luxury options to choose from. The Type 01 therefore has to stand out through both its performance and its distinctive character, since both will be judged together by the people it hopes to attract.

10. The Real Jaguar Behind the Name and What the Type 01 Signals

The choice of the new flagship name has an interesting thematic link to the animal kingdom and the ancient killer they’ve borrowed it from. The jaguar (Latin: Panthera onca) is the only feline native to the Americas and third largest cat in the world, after the tiger and lion. Adult jaguars (body length 5-6ft, tail 27.5-36in, weight 100-250lb) are solitary animals and unbelievably powerful, with enormous bite force that can shatter the head bones of caiman, turtle and fish prey. Jaguars are also, unlike their feline counterparts, brilliant swimmers and will frequently spend time in and around water in the tropical rainforest, savannahs and grasslands. Like the ancient Egyptians or pre-Columbian South American peoples, they were revered as gods and once roamed across the entire region from central Argentina to the American south-west.

Jaguar Animal Facts:

• Only big cat native to Americas
• Third-largest feline worldwide
• Territory reduced by over half
• Near Threatened on IUCN Red List
• Skilled swimmers, powerful jaws

Today however, habitat destruction has diminished their range by more than half, though the specie has been able to hold on thanks to the Amazon Basin. Today classified as Near Threatened on the IUCN Red List with a downward population trend, the type-beast has continued to be hunted by deforestation, ranchers killing out of spite, and poaching for teeth and bones with measures like wildlife corridors protection, rancher compensation for the death of livestock, and other CITES treaty enforcements helping to preserve the species. And just as the animal bears the fruit of even the most accelerated evolution, Jaguar is doing the same with a new radical rethinking of the automotive grand tourer, with the 2028 Types 01 combining 1,015 turbocharged hp with impressive design like the Impossible Panel and the new bespoke Jaguar Electric Architecture to carve out a new predatory stance and wield itself as an evolutionary dominator in the electric age.