Jaguar have done exactly what they said they were going to do. And people are already missing the point. Jaguar isn’t trying to build a car for the mass market. It isn’t trying to compete for buyers looking at a £40,000 family SUV. It’s deliberately moving Jaguar into a completely different part of the market. The new Type 01 is expected to sit in the £120,000–£300,000 luxury space, with Jaguar openly talking about scarcity and exclusivity. In other words, they’re targeting the very wealthiest buyers, effectively the top 1%, not the average motorist. But obviously it will draw scrutiny from the Ford and Vauxhall drivers. The styling is incredibly bold. Some people absolutely love it. Others absolutely hate it. And Jaguar appears perfectly happy with that. In fact, Jaguar says its own customer research produced unusually large numbers of both 1/10 and 2/10 scores AND 9/10 and 10/10 scores. That’s deliberate. They don’t want to build something safe that everybody thinks is “quite nice”. They want something distinctive enough that a relatively small number of wealthy buyers absolutely WANT one. And the specifications certainly aren’t ordinary… 1,030hp, 0-62mph in 3.2 seconds, 450-mile WLTP range, 118kWh usable battery, up to 350kW charging, around 200 miles added in 13 minutes, four individual seats and 23-inch wheels. Jaguar also expects most Type 01 customers to be completely new to the brand, with North America expected to be its biggest market. That’s probably the most important context when judging this car. You might hate it. You might love it. I genuinely don’t think Jaguar particularly cares if 99% of us wouldn’t buy one. Because they’re not trying to sell it to 99% of us.