The New Electric Jaguar Type 01 Has Reportedly Received 50,000 Orders

Jaguar’s controversial transformation is already attracting the attention of potential buyers, most of whom have never even owned one of the brand’s models. According to Motor1, more than 50,000 people worldwide have expressed interest in the electric “restart” of the brand, with around four out of five potential customers not belonging to the current customer base.

Speaking to the Australian magazine Drive, Jaguar’s general manager Rawdon Glover shared his observations about the first reactions: “More than 50,000 people have told us: ‘I’m really interested in what you do.’

The numbers suggest that Jaguar’s radical change of course could achieve exactly what the company intended. After withdrawing its entire model range so far in order to – at some risk – turn to an all-electric future, the Tata Motors-owned British brand is now targeting a different kind of luxury car buyer, rather than just trying to convince existing, loyal customers to switch to electric vehicles.

A new chapter begins with the Type 01, a striking electric four-door GT (Grand Tourer) that will spearhead Jaguar’s revival. The flagship, whose appearance was revealed earlier this month, represents a major departure from the cars that have built the brand’s reputation, both in terms of design and market positioning. Jaguar is not trying to create the impression that the new direction will appeal to everyone. Moreover, the company seems comfortable with the idea that its next-generation cars will cause divided opinion. The goal is not to win over every critic but to create vehicles that will resonate strongly with a more exclusive audience.

Glover made it clear that the brand had to attract customers who previously wouldn’t even consider their models. The new customer is expected to be younger, wealthier, and more interested in design, technology, and individuality. Last year, Glover estimated that as many as 85 percent of current customers could look for an alternative when the brand switches to offering expensive electric vehicles.

Instead of trying to keep all existing customers, Jaguar wants to attract a more affluent clientele through a more exclusive approach to luxury, where design is at the forefront. This strategy is a risky move, especially considering how drastically the brand is moving away from its traditional identity. However, Jaguar believes they need a new customer base to make the business commercially viable.

The electric GT model will be the first big test to show whether that risk will pay off. That doesn’t mean Jaguar wants to turn its back on its current owners. However, the company is aware that repositioning will require a significant influx of new customers, especially as the brand moves away from competition in the traditional premium car segment and into a more exclusive luxury market.

More than 50,000 registrations are an encouraging early indicator, although online interest is far from actually buying an expensive electric car. Still, the fact that most of those people are new to the brand gives Jaguar reason to believe its strategy is attracting attention beyond existing fans.

The next challenge, however, is turning that curiosity into actual sales. With the Type 01 expected to occupy a significantly more expensive segment of the market than discontinued models—such as the XE, XF, and even the XJ—Jaguar will need buyers willing to pay a premium for its new interpretation of British luxury. The brand is now targeting competition from the likes of Bentley, rather than the German trio of BMW, Mercedes-Benz, and Audi.

Despite rumors of a possible return to internal combustion engines (ICEs), Jaguar has no plans to abandon its all-electric vehicle strategy, regardless of the risks associated with completely abandoning internal combustion engines and plug-in hybrids.

The company is committed to transforming into a luxury brand that exclusively offers electric vehicles, rather than keeping one foot in the past to cater to customers who are not yet ready to make the transition to new technology. The return of gasoline engines or plug-in hybrids (PHEVs) would threaten such positioning, which is why Jaguar is pinning all its hopes on its new direction.

With such strong interest, Glover says the feedback has “validated their decision” to position themselves in the upper luxury segment. However, at the end of the day, what really matters is how many people are willing to put their signatures on the contract.

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