Jaguar Type 01: 80 Dealers and a $130,000 Average Sale

Jaguar Type 01 follows a reset to about 80 retailers as the brand targets a $130,000 average transaction and an EV-only future in America.

Jaguar is changing more than its cars. It is rebuilding its American business around fewer retailers, substantially higher transaction prices and customers expected to value individuality over familiarity.

In an interview with Test Miles, Jaguar North American Brand Director Brandon Baldassari said the retailer count has moved from about 200 to about 80 during the past three years. He expects the brand’s average transaction price to rise from approximately $70,000 to $130,000.

The Jaguar Type 01 is the first product entrusted with making that plan credible. Jaguar identifies it as a four-door electric GT, designed, developed and built in the United Kingdom on its dedicated Jaguar Electric Architecture. Baldassari’s comments place it inside a complete reset of who Jaguar serves and how it reaches them.

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Jaguar Type 01 Will Rely on About 80 Retailers

“The Jaguar retailer network has gone through a series of voluntary terminations over the last three years where we’ve gone from about 200 retailers to about 80 retailers,” Baldassari said. He considers the remaining retailers an advantage rather than a vulnerability.

“These 80 retailers are all in,” he said. “They’ve seen the product, they’ve been to the UK, they’ve seen the product uncamouflaged. They stayed with us because they’ve seen it, they believe in it, and they want to be a part of the future.”

The financial expectation is equally direct. “Today Jaguar’s average transaction price is … around $70 grand,” Baldassari said. “In the future, we’re going to be average of $130 grand.”

That demands a different retail experience. Baldassari noted that these retailers already sell Range Rover vehicles and understand what he called “high-net-worth, very demanding clientele.” Jaguar is betting that experience can carry the network through a major jump in customer spending.

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Side view of Jaguar’s type 00 along the coast of France, Spain, and Monaco

America Becomes Jaguar’s Center of Gravity

The smaller network is being prepared for a market that Jaguar regards as essential. “US is the number one market for Jaguar in the future from a sales volume perspective and then an overall total profitability perspective,” Baldassari said. “We’re the biggest and most important market.”

He connected that priority to a wider corporate pivot toward North America. He described the region as stable and growing, with a substantial luxury-car market and many high-net-worth individuals. That gives the American organization a meaningful voice in product planning.

Baldassari pointed to the size of the forthcoming cars, which is easier to accommodate on American roads and in American parking spaces and garages. “Size and luxury go hand in hand in people’s mindsets,” he said. “They perceive bigger as typically more expensive.”

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Jaguar Type 01

Jaguar Type 01 Has No Hybrid Safety Net

Jaguar says Type 01 will be the first production model built on the exclusively dedicated Jaguar Electric Architecture. In the Type 01 name, the zero represents electric propulsion and zero tailpipe emissions, while the one identifies it as the first Jaguar of a new generation.

Baldassari left little ambiguity about the platform. “JEA as a platform is EV only. And we’re very comfortable with that,” he said. “There’s no plans to hybridize it, make it flex, make it PHEV, anything like that, or e-REV or whatever else derivative is out there now.”

That commitment does not mean Jaguar has stopped watching buyers. Baldassari said its product-strategy team continually studies what will be needed to compete. “Jaguar’s 90 years old,” he said. “We want it to be around for another 90 years. We’re not going to be around another 90 years if we ignore what the market demands.”

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Front view of Jaguar’s type 00 along the coast of France, Spain, and Monaco

The $130,000 Buyer Jaguar Wants

Higher prices and lower volume require a specific customer. Baldassari’s description is not based on age or occupation. It is about temperament, confidence and a willingness to choose something less predictable.

“I think it’s very easy for people to go off and buy a BMW or Mercedes or an Audi and sort of follow the crowd,” he said. He described the Jaguar buyer as “a little bit of that black sheep, a little bit more independent, a little bit more rebellious.”

Jaguar plans to give that buyer considerable room for self-expression. Baldassari said the brand already knows its global color palettes for the 2028, 2029 and 2030 model years. A bespoke program will extend beyond the standard palette to paint-to-sample personalization.

Personalization and individual specification support the price strategy, but they also raise expectations. A buyer spending an average of $130,000 will judge the materials, retailer attention and ownership experience. The car must feel deliberate rather than merely scarce.

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Camouflaged Jaguar Type 01 electric GT drives across snow during Arctic winter testing.

Communication Is Jaguar’s Real Test

Baldassari does not regard the retailer network as the largest obstacle. He identified communication and awareness as the harder problem, saying many people still do not understand the transformation Jaguar is attempting.

The brand intends to use earned, owned and paid media while connecting the new product to its history. “We’re not walking away from our heritage,” Baldassari said. “We would never give that up.”

He also acknowledged that car shopping increasingly begins with AI tools, which may give greater weight to independent material than an automaker’s own messaging. That makes credible explanations especially important.

Type 01 will put the theory into metal when Jaguar reveals the complete car in New York on October 6, 2026. The argument is clear: fewer retailers, a much higher average transaction, electric power only and America at the center. Jaguar needs enough of the right buyers to believe being the black sheep is worth $130,000.

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