U.S. EV sales fall almost 50% from 2025 with $7,500 tax credit gone, prices up

Jaguar unveils $130,500 Type 01 as market contracts

Sales of electric vehicles in the United States have fallen almost 50% from 2025, according to research firm Motor Intelligence. The Biden-era $7,500 EV tax credit is gone, prices have risen, and several automakers have canceled or delayed planned models. The U.S. EV market has grown tougher over the past two years.

Against that backdrop, Jaguar on Tuesday unveiled the Type 01, a four-door electric vehicle expected to start at $130,500 in the U.S., at an afternoon preview event in New York. The production model is the showroom-ready follow-up to the Type 00, a two-door concept car the British automaker debuted in pink and bright blue at Miami Art Week in 2024.

The four-door Type 01 arrived in silver, with an “orchid white” interior, a deliberate visual departure from the earlier concept. Where the 2024 teaser video depicted expressionless models striding around a fuchsia landscape, the new model’s first ad features a handsome driver, atmospheric smoke, cars traveling at high speeds, and a color scheme heavy on red and black.

Rawdon Glover, Jaguar’s managing director, drew a line between the two campaigns. The 2024 film was “a conceptual world for a conceptual car that was really just trying to herald the new design language and the new direction that Jaguar was going in,” he said. The Type 01, by contrast, is “a production car that’s in the real world that real people want to buy, and putting it in a context that felt more grounded felt very important.”

The launch is the centerpiece of an effort to sell fewer cars at a much higher price after a decadelong sales slump. The Type 01 is the car Jaguar hopes will usher in a new, ultraluxury era for the British carmaker. Known for sporty cars that to many represented a suave, English roguishness, Jaguar has been in a sales slump for the better part of the past decade. A plan to compete more directly against the likes of BMW and Mercedes-Benz with a lineup of crossover SUVs and sedans fell flat, and executives conceded the brand has failed to connect with younger drivers.

The company plotted an ambitious pivot in response. At its headquarters in the West Midlands of the U.K., designers were tasked with conjuring up a sleek silhouette that engineers had to transform into a viable machine. The result was a futuristic-looking all-electric concept car dubbed Type 00 that was larger than most EVs on the road. The Type 01 retains much of the initial attitude.

At Tuesday’s New York preview, Alexey Andreev, exterior design lead at Jaguar Land Rover, addressed the crowd after the production model was uncovered. “Ask yourself the inner question: Have you ever seen a car like this before?” he said, standing near samples of brass-effect anodized aluminum and “the impossible panel” — an aluminum body side shaped into five different planes.

The production car is fast, too. Jaguar says the Type 01 can accelerate from 0 to 60 miles per hour in 3.1 seconds and drive up to 400 miles on a full charge, making it one of the longer-range EVs on the U.S. market. Engineers also aimed to give car fanatics the features they love in a gas-powered vehicle, providing a simulated engine sound and an elongated hood.

Many automakers are trying to adapt with longer-range, more advanced EVs, especially in the luxury space. Volkswagen-owned Bentley last month unveiled its first EV, touting the $230,000 car’s acceleration from 0 to 60 miles an hour in 2.9 seconds.

The Type 01’s rollout comes after Jaguar’s teaser film and concept car were derided online, eventually catching President Trump’s attention. “Who wants to buy a Jaguar after looking at that disgraceful ad?” Trump wrote on Truth Social in 2025.

At the evening reception that followed Tuesday’s preview, actor Florence Pugh, Jaguar’s newly minted brand ambassador, met with design journalists, bloggers, and online creators. Partygoers drank champagne, snacked on miniature lobster rolls, and cheered when Jaguar played a video of the Type 01 driving through the streets of Manhattan and appearing to arrive at the venue. The guest list was crafted to represent Jaguar’s attempted leap from being a favored car of older drivers to being considered by the fashionable, cosmopolitan new-money set.

The next step in convincing skeptical buyers and analysts, Glover said, will be less about selling the new Jaguar as a youthful, creative company and more about explaining the car’s full driver-friendly capabilities. “If some people don’t like the car because it polarizes, that’s OK,” he said. “But we’ve done everything we’ve done with a very, very singular purpose — what we think is best for Jaguar.”