Jaguar has finally revealed the 2028 Type 01 after months of speculation, horrible marketing, and strange prototype sightings across Europe.
And… It still looks like a fridge.
It’s safe to say that it was a very risky move for Jaguar to pivot to electric at all. This is the same brand that brought us the E-Type, after all, solidifying itself as a classy and sporty European brand. To erase all that with the “Copy Nothing” campaign and reveal a strange, pink, featureless box was most definitely jarring.
Despite the backlash, Jaguar pushed forward. It fired some people behind that campaign, but it pushed forward. Sneak peeks of the interior did nothing to excite me, maintaining that sterile, minimal “futuristic” look that has plagued electric vehicles ever since Tesla arrived with its massive screen. But the ride itself? Early reviews said it was super fast, powerful, comfortable, and technologically impressive.
Were we judging too soon?
The Jaguar Type 01 reveal
As of October 6th, Jaguar has fully revealed the 2028 Type 01, finally giving us the powertrain information we’ve been dying for. It has three electric motors that make a combined 1,015 horsepower and 1,007 lb-ft of torque. You’ll reach 60 miles per hour in 3.1 seconds. There you have it.
It’s the most powerful road car Jaguar has ever made, but that’s not really all too exciting when it comes to electric cars. Even family SUVs can smoke you at a green light. The Type 01 has all-wheel steering, suspension with adaptive dampers, and a pretty even weight distribution. The handling is likely pretty nice, and we’ve already seen different media rave about the Type 01 after a driving test.
The Type 01 can go from 10% to 80% battery charge in 22 minutes at a 350-kW DC fast charger, giving you 200 miles of range in 13 minutes. The 118-kWh battery has an estimated 400-mile range, but real-world numbers are probably lower.
Most of the reveal, however, was focused on its looks. It’s still long, boxy, and looks a bit like it didn’t fully render in a video game. But some familiar Jaguar elements do come through, like its long hood and a cabin that feels impossibly far back. The back still has that strange panel design, but it honestly gives it a bit of character. And yes, there’s no rear window. You’ll be using a camera-mirror system instead.
The cabin is still sterile, looking like a 1950s depiction of a spaceship, but extra cramped. Despite how massive it looks on the outside, tall people will probably have a tough time being comfortable inside the Jaguar Type 01. There is plenty of room for screens, however, including a 24-inch OLED touchscreen as well as 7.0-inch portrait touchscreens in each row that allow everyone access to cabin settings. There are some clever touches hidden throughout, but it’s nothing new for an electric car. Especially one that’s expected to be $120,000 to $130,000.
“Iteration is easy,” Jaguar’s Managing Director, Rawdon Glover, said at a preview for journalists. “It was very clear that we didn’t need to make incremental steps. It was time for a much bolder change of direction.”
He noted that “great design” can often be polarizing. I guess that’s the excuse for the Jaguar Type 01’s ugliness. He noted: “These purchases are not about need, they’re about desire.” Interestingly enough, Glover also noted that Jaguar’s usual clients are aging. I mean, I agree with trying to continue appealing to clients who have different tastes as they age. But I really doubt Jaguar’s aging clients expected or wanted this.
The Jaguar Type 01 isn’t wowing me with its looks. I’m not too sure what it’s trying to tell me. It’s big, boxy, and sort of unpleasant. However, I can’t fully judge it without knowing how it feels to drive. That seems to have changed a lot of people’s minds. They were able to ignore how ugly it was once they took it to the track, and that definitely counts for something.
The Jaguar Type 01 will be delivered in mid-2027. More than 50,000 people have allegedly already registered for a Type 01, with 78% of them new to Jaguar.
