Jaguar’s controversial ultra-luxury EV gets an unexciting name

The production version of the Jaguar Type 00 concept car that, in conjunction with an unusual advertising campaign, has generated so much controversy now has a name.

Drum roll, please: the Jaguar Type 00 concept will become the Jaguar Type 01.

Jaguar still isn’t ready to reveal the final production version of its new “luxury four-door GT”, but it has confirmed camouflaged prototypes will appear at the Monaco E-Prix on May 16-17, ahead of a full reveal “later this year”.

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It says the ‘0’ in the name represents electric propulsion and zero tailpipe emissions, while the ‘1’ signifies its status as the first Jaguar of a new era.

It’s unclear what nameplates any subsequent Jaguar models will wear, but by that logic they could be called Type 02, Type 03, etc – a strategy that brands such as Polestar employ, but not one that helps contextualise a vehicle within its model lineup.

While the name arguably isn’t very exciting, Jaguar isn’t known for especially evocative names – unlike other iconic British brands such as Aston Martin (Vanquish) and Rolls-Royce (Phantom).

Where the Type 01 promises to stand out is with its bold design, including an exaggeratedly long bonnet in stark contrast with many other electric vehicles (EVs), plus a rakish roofline.

The latter has some parallels with the final generation of the XJ limousine, but the blocky detailing is quite a departure for Jaguar.

The British brand says its transformation – a move that saw it discontinue all of its existing models – is underpinned by a creative philosophy called 'Exuberant Modernism', which extends to the design of the vehicle itself.

The Type 01 was first revealed in concept form in December 2024 and represented a sharp departure from the X391-series XJ, which was set to be Jaguar’s new electric flagship before it was unceremoniously cancelled by former JLR CEO Thierry Bolloré early in 2021, just months ahead of its debut.

Mr Bolloré announced the XJ had been cancelled as it was “not fitting” with his new vision for the Jaguar brand, which was also announced in 2021 to be transitioning to a more exclusive positioning – and going electric-only in the process.

The JLR CEO subsequently announced in November 2022 he was stepping down from the top role, while chief creative officer Gerry McGovern – under whom the Type 00 concept was designed – was officially announced earlier this year to have left the company, following reports he was walked from the building.

“We have reimagined Jaguar for a new era, with inspiration from what has gone before. Our engineers have achieved this with a vehicle that looks and drives like no other electric car, yet reflects a unique provenance,” said Jaguar managing director Rawdon Glover in a press release overnight.

“The Type 01 name is part of that story – for me, the zero also signifies a complete brand reset, and the ‘1’, our first car for a new chapter, a ‘one of a kind!’”

The production vehicle will feature a tri-motor all-wheel drive electric powertrain producing more than 735kW of power and 1300Nm of torque, with Jaguar previously confirming the new Jaguar Electric Architecture (JEA) can’t support combustion power – it’s electric or nothing.

It’s set to use a big 120kWh battery reportedly good for over 690km of electric range, and offer features such as four-wheel steering.

While it appears a dramatic departure from past Jaguars, of which only one had electric power (the I-Pace SUV), the brand says it benchmarked many of its classic models in developing the Type 01.

“Right from the start, our aim was to deliver a true Jaguar. To do that, we wanted to re‑examine the provenance of the brand and the best way to achieve this was to drive some of our greatest models from the past 90 years,” said Mr Glover.

“It provided clear direction to help us create the most technically advanced Jaguar ever made.”

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