Ai Rolls Royce Ghost anyone?
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Type01 Revealed: 2 Years on, what do I think?
By Ethan Burrell - Posted 07/10/2026. Post on LinkedIn also on 07/10/2026.
So nearly 2 years on since the concepts reveal we see the new Jaguar in the flesh...
I'm not a fan, though I doubt I ever will be. A £150-£200k EV Saloon with no distinguishable Jaguar traits, no engine, no soul and 'jaGuar' on the front is not going to work for me or any real petrolhead.
Copy Nothing?
To me it still looks like an AI generated copy of a Rolls Royce Ghost/cartoon villians car, it doesn't look like a Jaguar which is an issue for me, but to be honest it also doesn't look like anything? It could easily be an Audi, Polestar, Tesla or BYD? That fits their CopyNothing marketing stunt from 2024 I suspose so in that regard it must be viewed as a success thus far? I will admit however it does look better than the pink concept car - real wheels, silver paint and glass helps a lot here.
I'm still unconvinced this car has a market or a clientele. Ferrari make the closest thing to this the Luce, I have very strong feelings on that car too, but equally they believe there's a market for a £500k+ EV so maybe there could be one for a £200k one? I will be very interested in knowing the pre-order stats when they come out, but it's an awfully big gamble. Jag's bet the whole house here, Ferrari are still building manual V12s as well, if the Luce fails they can quietly forget about it. If the Type01 fails then the world will quietly forget about Jaguar.
It's not alone however...
Comparing to the Luce I must give some credit where it's due to Jaguar, this as a production car is far better looking than the Luce... reading my own article from 2024 (https://lnkd.in/exR3jMJ9) I can't believe I'm giving the Type01 any praise whatsoever; maybe the bigger story here is just how poor car design has become lately?
This AI looking bond villains car, Tesla Cybertruck, Mercedes AMG GT, the new Audi A2 E-Tron and the Ferrari Luce - does this design language work for anyone? Again, of this admittedly poor group the Jag is the best, and if that's what they're aiming for then bravo. Old cars look better and better with each passing day, no wonder the average person is hanging on to their car longer and longer.
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