Jaguar has unveiled its new Type 01 electric grand tourer in New York as the British brand attempts one of the boldest transformations in the luxury car industry.
Reuters reports that the electric model will start at around $130,500.
The Type 01 features an unusually long bonnet, dramatic proportions and no conventional rear window, continuing the controversial design direction first revealed with Jaguar’s Type 00 concept.
Jaguar Land Rover, owned by Tata Motors, sees the United States as an important market for the vehicle.
The launch is part of Jaguar’s broader attempt to reposition itself higher in the luxury market while moving toward an electric future.
That strategy carries significant risk.
Several premium automakers have become more cautious about electric vehicles as demand develops differently across markets and wealthy customers continue showing strong interest in traditional combustion engines.
Jaguar, however, is pushing ahead.
The Type 01 will now test whether the company’s radical redesign can turn enormous online attention into actual customers willing to pay six figures for the new Jaguar experience.
