Jaguar’s electric reboot claimed to have attracted more than 50,000 expressions of interest
Words: Kyle Cassidy
Jaguar says more than 50,000 people worldwide have registered interest in its electric reinvention, with around 80 per cent of them new to the brand.
The figures suggest the controversial relaunch is reaching beyond Jaguar’s traditional customer base, although the registrations are requests for updates rather than confirmed vehicle orders.
Jaguar’s managing director, Rawdon Glover, has been reported as saying: “We’ve had over 50,000 people say to us I’m really interested in what you’re doing.”
Around four in five of those prospective customers have never owned a Jaguar, providing an early indication that the company is attracting the different audience it wants.
The first production model of Jaguar’s new era is the Type 01, a four-door electric grand tourer unveiled in New York on 6 October. It follows the Type 00 concept and the brand’s heavily debated change in visual identity.
Jaguar is moving into a more exclusive part of the luxury market, targeting wealthier buyers who place a high value on distinctive design and individuality. That brings the brand closer to the territory occupied by Bentley, with a substantial shift from the positioning of models such as the XE and XF.
The company has already acknowledged that the transition could cost it much of its established following. Glover previously estimated that as many as 85 per cent of existing customers could look elsewhere as Jaguar moves to a more expensive electric range.
Customer research has also highlighted how sharply the new design divides opinion. Glover told Electrifying that the Type 01 attracted more top scores and more bottom scores than Jaguar had previously seen in its customer clinics. His preference is for a car that some buyers strongly desire.
Beneath the distinctive bodywork, the Type 01 features three electric motors, all-wheel drive, air suspension and all-wheel steering. Jaguar’s New Zealand website currently quotes up to 720km of range and a 10–80 per cent charging time of 22 minutes using a 350kW DC charger.
Global order books are due to open in early 2027, with first customer deliveries expected in the second half of the year. Jaguar’s NZ website is inviting buyers to register for launch updates, but does not list local pricing or a specific delivery date.
