Jaguar targets ultra‑luxury electric niche with $130,000 Type 00 model

Jaguar is transforming from a semi‑premium brand to an ultra‑luxury electric vehicle maker, aiming at “a niche within a niche” rather than high sales volumes. CEO Rawdon Glover said the company is creating a completely new market and will generate demand case‑by‑case.

The first production vehicle, derived from the dramatic Type 00 concept, is scheduled to launch later this year with a starting price of about $130,000. The strategy is described as one of the most radical shifts in modern automotive history.

Jaguar has already halted production of most existing models as it prepares for the exclusive EV relaunch.