Two years ago Jaguar showed a two-door concept in pink and bright blue at Miami Art Week. In the teaser video, blank-faced models wandered a hot-pink landscape. The internet had a field day. On Tuesday, Oct. 6, in New York, the real car showed up. It's a silver four-door with an orchid-white interior, and its first ad has smoke, speed and a handsome driver. Katie Deighton covers the reveal in the Journal.
The Type 01 is expected to start at $130,500 in the U.S. It does 0 to 60 miles an hour in 3.1 seconds. It can go up to 400 miles on a charge, one of the longer-range EVs on the U.S. market. Engineers gave it a simulated engine sound and a long hood, the things car lovers miss in an electric. The exterior design lead, Alexey Andreev, showed off brass-effect aluminum and a body panel folded into five planes. Florence Pugh, the new brand ambassador, worked the party afterward. The guest list leaned young and fashionable, by design.
The reason for all this is a long slump. Jaguar's sales have been weak for most of the past decade. It tried to take on BMW and Mercedes-Benz with crossovers and sedans. That didn't work, and executives admitted the brand hadn't connected with younger drivers. So the company changed course. It would sell fewer cars and charge far more for each one. The 2024 concept, called Type 00, was bigger than most EVs on the road. It drew mockery, including a 2025 post from President Trump calling the ad disgraceful. Managing director Rawdon Glover said he's fine with a car that polarizes.
A harder market
The timing is tough. The $7,500 federal credit for EV buyers, a Biden-era program, has ended. Sticker prices have climbed. Several carmakers have shelved or pushed back planned models. The luxury end is where the bets are going. Bentley, owned by Volkswagen, showed its first EV last month at $230,000, with a 2.9-second sprint to 60. Glover says the next job is explaining what the car does for a driver, rather than selling Jaguar as a young creative company.
Our read
This is Cash Flow (M5). A $130,500 car is a want. There's nothing wrong with a want, if the plan can carry it. What catches people is the payment math. A loan turns a six-figure car into a monthly number that feels fine. Insurance on a fast, rare, electric luxury car is its own line. Depreciation, the value a car loses each year, is usually the biggest cost of all, and nobody sends you a bill for it. The credit that used to shave $7,500 off an EV isn't there anymore. The price you pay is the whole price.
Here's the check for your own plan this week. Find the car line in your budget. Most households have a payment there and nothing else. Add the insurance, the registration, the charging or fuel, and a rough guess at how much value the car loses each year. That total is what the car costs. Then look at when you expect to replace it and whether a replacement fund exists. If it doesn't, start one, even small. A car bought from a fund is a purchase. A car bought on a payment you haven't tested is a bet. We'd rather you check the roof in dry weather than find the leak in the rain.