Jaguar embraces spotlight after radical $100K luxury EV concept sparks backlash

After revealing its new Type 00 electric vehicle concept this week, Jaguar has been the center of the spotlight. With a +$100,000 price tag, Jaguar’s new luxury EV is stirring up plenty of debate. Love it or hate it, Jaguar is embracing the attention.

On Tuesday, Jaguar finally unveiled the Type 00 EV, an electric four-door GT. The new model is Jaguar’s first reimagined production car, kicking off a new (all-electric) era for the storied British automaker.

Jaguar is transitioning to become an all-electric brand with a new lineup of ultra-luxury EV models priced over £100,000 ($130,000).

Ahead of its official debut at Miami Art Week, images leaked of Jag’s new EV online, stirring up the social media crowd. Some poked fun, comparing it to Barbie’s dream car or the Pink Panther, while others love it, saying it shows Jag’s “bold” new look.

Even Tesla CEO Elon Musk had something to say about the controversial EV. After teasing its new branding on X with the tagline “Copy Nothing,” Musk commented, “Do you sell cars?”

Musk wasn’t the only one. EV startup Lucid Motors also teased Jag, responding with a picture of its Air Sapphire, the “World’s first luxury Super-Sports Sedan.”

Jaguar welcomes attention over controversial luxury EV

Rawdon Glover, appointed to lead the revamped Jaguar brand last year, welcomes the attention, for better or for worse.

Glover told Sky News that the company has “gathered an awful lot of attention over the last few weeks,” adding, “But now I think it’s really important to talk about the vehicle.”

After introducing its new Type 00 concept, Jaguar described the luxury EV as “unmistakable, unexpected, and a dramatic physical manifestation of Jaguar.” In other words, it was “a fearless statement.” And that’s exactly what it is.

Glover explained, “We need to make sure that Jaguar is relevant, is desirable, is future proof for the next 90 years of its history.”

It’s no secret that the auto industry is in the middle of arguably its biggest transformation yet, with advanced new EVs, software, and connectivity tech rapidly hitting the market.

“At Jaguar, we’ve looked at that, and we think we have to make a really bold step forward,” Glober said. Jaguar’s boss added:

“We want to be bold and disruptive… We’re clearly in the conversation.”

While many companies unveil new cars all the time that go unnoticed, Glover explained, “More people have been talking about Jaguar for the last two weeks than – goodness, for so much longer.”

When asked about the backlash, Glover responded, “We absolutely don’t want to alienate any of our loyal fans.” Although Jaguar wants to take as many of its current clients as possible, it must also appeal to a new audience.

Jaguar’s new electric GT is based on its new JEA (Jaguar Electric Architecture). It has a target EPA range of 430 miles (692 km) and a WLTP range of up to 478 miles (770 km). It can also add 200 miles (321 km) of charge in as little as 15 minutes.

The production model will be revealed later next year, and sales will kick off in mid-2026. It will be built in the UK as Jaguar looks to a new beginning.

Electrek’s Take

Jaguar’s brand boss has a point. The company needed to do something “bold” to regain relevance. However, is a Miami Pink low-riding electric GT going to do it? Not to mention the +$100,000 price tag. That’s why the brand is receiving so much backlash.

Love it or hate it, the British automaker will face stiff competition when it relaunches in 2026. New luxury EVs from Lucid, Porsche, and several others are expected to hit the market.

Jaguar has received more attention in the past two weeks than in at least 20 years. Check out the brand’s search interest in the chart above.

Jaguar is trending again, but can it keep the spotlight over the next few years as it revamps the brand? Let us know what you think in the comments below.