Jaguar has revealed its first EV as the automaker enters its electric era. The news of the reveal — which follows an unsanctioned leak on Monday — comes after the company’s controversial rebranding and car-less campaign video invited backlash for supposedly erasing the brand identity that has been built over the company’s 90-year history.

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The brand’s new car, named Type 00, is unlike anything we’ve seen from Jaguar or any other car brand — staying true to founder Sir William Lyons’ instruction to “be the copy of nothing.” The two “0”s represent the zero tailpipe emissions that will come as Jaguar makes the transition to producing solely EVs, with the additional “0” signifying the brand’s comprehensive reset. With a truck-like nose, long hood, and shallow glasshouse, chief creative officer for Jaguar Land Rover Gerry McGovern has said that the new car model showcases Jaguar’s “fearless creativity.”

The company has a new target audience. The new customer base will be more creative, urban, affluent, and probably younger than those Jaguar previously targeted, according to managing director Rawdon Glover. He believes that the brand “needs to build a relationship with almost an entirely new client base.”

But don’t write that check just yet. The Type 00 is merely a “design vision concept” and will not be up for sale. The first actual car that customers will be able to purchase will be a four-door grand tourer with a range of 770 km that will likely resemble the Type 00’s exterior style. It’s expected to cost around GBP 100k — almost double today’s GBP 55k average price for a Jaguar. But it seems like we’ll have to wait till summer 2026 to see its reveal, along with the two SUVs that are set to follow.

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