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The Jaguar Type 01 Won't Be The Only Model To Look Like This

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The Jaguar Type 01 Won't Be The Only Model To Look Like This

It’s a bold strategy to relaunch a brand with one car, especially one that’s so niche. Love it or hate it, the Jaguar Type 01 definitely stands out; the four-door GT (don’t call it a sedan; JLR executives corrected me when I did) is such a striking-looking car. But with an expected price tag in the six figures, I can’t imagine the Type 01 ever being a strong volume seller.

Well, it won’t be alone, though. During the briefing for the Type 01 in Gaydon, England, Jaguar’s executives said that the Type 01 is merely the beginning of Jaguar’s rebirth, and that its next vehicle is coming soon. Don’t expect it to take after the Jaguars of yore. What you see on the Type 01 is a preview of what to expect on all future Jaguar models going forward.

Now, what does that look like? It’s not super clear yet, but I expect it to follow the same luxury-modernist language as the Type 01. While in the UK, I spoke with some Jaguar executives, designers, and engineers and learned a lot about what the brand wants to be going forward. And while there may have been some missteps with the original marketing materials, these folks are still very much in love with what the Type 01 stands for, and what it means for the brand

“It’s very modern, it’s very bold. We’re marketing the sense of the…big idea; it’s about being unafraid to break convention, or refuse to compromise,” said Rawdon Glover, the Managing Director of Jaguar, when discussing the marketing concepts for the Type 01 sedan.


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