The new Jaguar Type 01 marks the brand’s radical change of direction, and it is already attracting a different crowd.
The British brand says four in five prospective customers interested in its new Type 01 electric car have never owned a Jaguar before, suggesting its controversial reinvention is reaching beyond its traditional audience.
Unveiled recently, the Type 01 marks a major break from the brand’s previous identity. Jaguar wants to move away from the traditional premium-car market and establish itself in a more exclusive luxury segment, with design, technology and individuality taking centre stage.
Managing director Rawdon Glover has stressed the importance of attracting buyers who might never have considered the brand’s older models. Jaguar expects its future customers to be younger and more affluent, while still leaving room for existing owners.
The company has reportedly received more than 50,000 registrations of interest worldwide. That’s an encouraging start, although signing up online is a long way from placing an order for an expensive electric car.
Still, with most interested buyers being new to Jaguar, the Type 01 appears to be doing what the brand hoped: getting people outside its traditional fan base to take notice.
Source: Drive
