50,000+ People Apparently Want Jaguar’s Radical EV, Most Have Never Owned A Jag

About 80 percent of those interested in Jaguar’s electric reboot have never owned a car bearing the leaping cat badge.

Jaguar's controversial reinvention is already attracting attention from potential customers, most of whom have never even owned one of its cars. More than 50,000 people worldwide have registered their interest in the brand's electric reboot, with roughly four out of five coming from outside its traditional customer base. Speaking with Australian magazine Drive, Jaguar managing director Rawdon Glover shared his thoughts on the early feedback:

'We’ve had over 50,000 people say to us I'm really interested in what you're doing. We call this KMIs – keep me informed – so we talk to them on a regular basis. And the interesting thing about those individuals is that about 80 per cent of them are new to the brand.'

The numbers suggest that Jaguar's radical change of direction could be doing exactly what the company intended. After retiring its entire lineup to embrace an all-electric future riskily, the British marque owned by Tata Motors is targeting a different kind of luxury-car buyer rather than simply trying to convince loyal customers to switch to EVs.

2027 Jaguar Type 01

Photo by: Jaguar

The new chapter begins with the Type 01, a dramatic four-door electric GT that will spearhead Jaguar's revival. Revealed in production earlier this month, the flagship model marks a major departure from the cars that built the brand's reputation, in both design and positioning.

Jaguar isn't pretending that everyone will like the new direction. In fact, the company appears comfortable with the idea that its next-generation cars will divide opinion. The goal isn't to win over every critic but to create vehicles that resonate strongly with a more exclusive audience.

Glover has made it clear that the brand needs to attract buyers who wouldn't have considered its previous models. The new customer is expected to be younger, more affluent, and more interested in design, technology, and individuality.

2027 Jaguar Type 01

Photo by: Jaguar

Last year, Glover estimated that as many as 85 percent of current buyers would look elsewhere when the brand transitions to a lineup of expensive electric vehicles. Rather than trying to retain everyone, Jaguar wants to attract a wealthier clientele with a more exclusive, design-led approach to luxury.

The strategy is a gamble, especially given how dramatically the brand is moving away from its traditional identity. Still, Jaguar believes it needs a new customer base to become commercially sustainable. The electric GT will be the first major test of whether that bet pays off.

That doesn't mean Jaguar wants to turn its back on existing owners. However, the company recognizes that its repositioning will require a substantial influx of new customers, particularly as it moves away from competing in the traditional premium-car segment and toward a more exclusive luxury market.

The 50,000-plus registrations are an encouraging early sign, though online interest is a long way from ordering an expensive electric car. Still, the fact that most of them are new to the brand gives Jaguar reason to believe its strategy is attracting attention beyond its established fan base.

2027 Jaguar Type 01

Photos by: Jaguar

2027 Jaguar Type 01

Photos by: Jaguar

The next challenge is turning that curiosity into actual sales. With the Type 01 expected to occupy a much more expensive corner of the market than discontinued models such as the XE, XF, and even the XJ, Jaguar will need customers willing to pay a hefty premium for its new interpretation of British luxury. The brand is now targeting the likes of Bentley rather than the German trifecta of BMW, Mercedes-Benz, and Audi.

Despite rumors of embracing ICE again, Jaguar has no plans to backtrack on its electric-only strategy, despite the risks of abandoning combustion engines and plug-in hybrids altogether. The company is committed to reinventing itself as an all-electric luxury brand, rather than keeping one foot in the past to appease customers who aren't ready to make the switch.

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Bringing back gasoline engines or PHEVs would undermine that positioning, so Jaguar is betting everything on its new direction. Whether that gamble pays off remains to be seen, but don't expect the leaping cat to retreat to familiar territory anytime soon.

With such strong expressions of interest, Glover says the feedback has “validated their decision” to move higher up the luxury ladder. However, at the end of the day, what really matters is how many people are willing to sign their names on the dotted line.