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As of May 10, 2026, Jaguar is still absorbing the fallout from this week's dramatic launch of the Type 01, its first all-electric model under a bold rebrand. Managing director Rawdon Glover has acknowledged that the campaign got attention, but he is now setting firm expectations: the company will not be rushed into launching more vehicles just because the Type 01 has generated headlines.
Glover was asked directly whether the Type 01 remains part of a planned three-model electric lineup. He gave a deliberately cautious answer. "We're taking it step by step," he said. The next cars, likely a crossover and an SUV believed to be badged Type 02 and Type 03, are coming, but there is no confirmed launch date.
He was open about why. Jaguar has been burned in the past by rapid model launches, and Glover believes the brand needs time to build momentum with its first new-generation vehicle. "As soon as Type 01 is established, then the next vehicle will come and not before," he explained. "I've experienced this in the past when we launched multiple Jaguars in a really short space of time – it didn't work. You need to allow them to have room to breathe and to really establish themselves."
That thinking also applies to Jaguar's dealers, who have been waiting for a fresh product wave for years. Glover acknowledged their patience and said their commitment needs to be repaid. "They're not going to have to wait too long because I need it too, right?" he said.
For customers, the next step is straightforward. Deposits for the Type 01 will open immediately, the full order system is scheduled to go live early in 2027, and first deliveries should take place around the middle of that year. But Glover made clear that Jaguar's goal is not simply to push as many cars through the factory as possible. He wants demand to stay ahead of supply.
"So it's not about chasing volume, this is about making sure we've got a profitable business," he said. "And part of that means we need to make sure that there's an element of scarcity."
Scarcity matters for a company trying to reposition itself. The Type 01 is expected to sell at roughly twice the average price of previous Jaguars, which means the brand must persuade buyers that the car itself justifies the premium. Glover accepts that the badge alone won't do that work. "That's really the key job that we need to do in the next 12 months," he said.
Early interest, he added, is coming from a very specific kind of buyer. He described a preview event where wealthy clients reacted strongly to examples of the limited-run Chromatic Moments cars. "They wanted to buy all of them," he said. He did not disclose confirmed order numbers, but he characterised potential early customers as people who already have serious car collections rather than first-time luxury buyers.
"They're interested in cars. They've got a whole collection of interesting auto exotica and they see this as nothing else like it," Glover said. The common thread, he argued, is a desire to own something genuinely different. "The person that's going to be attracted to this car is somebody that wants to stand out, somebody that wants something different."
Part of that work means changing the conversation from the controversial advertising that introduced Jaguar's reinvention in late 2024. Asked whether that campaign had done the job he hoped, Glover gave a nuanced answer. "I guess yes and no," he said. It succeeded at capturing attention, but not all of that attention was welcome. "Did we want to be involved in a political social debate about gender and all sorts of other things? Of course not. So, I think that's definitely a learning," he added.
Now, he says, the story should be led by the product rather than the promotional campaign. Jaguar has a real production car to sell, not just a concept or a slogan.
Glover was also direct about the response in Britain. "It's very British, isn't it? It's very British to knock your British brands," he said. He pointed to the company's investment in British design, engineering and manufacturing and asked: "Why wouldn't you want to get behind this?"
He conceded that Jaguar's early messaging focused heavily on change, which made the connection to its heritage harder to communicate, especially on social media. But he does not want to dwell on the past. "Jaguar is a brand with history, but it's not a historical brand. If it's a historical brand, it can't look forward," he said.
He also made clear there will be no return to combustion engines. "It is an EV only brand, yes," Glover said. In his view, an electric platform is essential to the proportions, power, refinement and luxury he wants these cars to deliver. "I couldn't do any of that with a combustion engine, not at that price," he said.
He dismissed hybrid range-extender technology as "almost the answer to the question that nobody's asked." His reasoning is simple: adding range through an onboard engine would not change the mind of someone who rejects the Type 01 simply because it is electric. That is why a 400-mile range was written into the car's development targets, he explained.
The bigger question is what happens if the strategy does not work. Glover did not offer a plan B, nor would he describe the Type 01 launch as Jaguar's last chance. "That would be a question for others," he said. He instead stressed the support of the company's shareholders and the team's responsibility to build the best Jaguar it can. "They've been extremely supportive in everything so far. We've got no reason to believe they wouldn't be supportive moving forward," he said.
Industry watchers will note that Glover's approach carries obvious risk. Luxury EV demand in the US and Europe has softened, and brands such as Porsche and Mercedes have discovered that convincing buyers to pay a premium for electric power is slow, expensive work. Jaguar is essentially trying to do something even harder: relaunching an entire brand at a higher price point while intentionally keeping volumes low.
That makes the "step by step" response more than a cautious catchphrase. It signals that Jaguar's reinvention will be measured in years, not months. For collectors waiting to place a deposit, that may be fine. For dealers and investors hoping to see a fully rebuilt range sooner, it will require continued patience.
