Jaguar has named British actress Florence Pugh as its first brand ambassador, unveiling the move alongside the Type 01, a high-performance electric luxury vehicle developed and built in the United Kingdom.
The announcement came during the car's unveiling event on October 6, 2026, marking a new chapter in the automaker's push to establish its redesigned brand identity.
According to Jaguar, the Type 01 will open for orders in early 2027, with prices starting at 130,000 GBP, equivalent to approximately $171,823 in U.
S. currency.
The vehicle represents the company's latest effort to combine electric propulsion with its established luxury positioning and heritage of distinctive automotive design.
Design and Performance Claims
Jaguar described the Type 01 as the most technologically advanced and powerful vehicle in its history.
The automaker also emphasized the car's aerodynamic design and its connection to previous models, including the E-type and XJS.
In its description of the vehicle's design, Jaguar said the Type 01 is "defined by exuberant proportions, with its low roofline, long bonnet, sleek silhouette and dramatic presence," highlighting the styling features that distinguish the new electric model.
The company also detailed the development philosophy behind the vehicle, emphasizing its departure from conventional design approaches while maintaining links to earlier Jaguar sports cars.
Jaguar characterized the Type 01 as "Starting from a single line and a blank sheet of paper, it is the most aerodynamic and powerful Jaguar road car.
A bold, one-of-a-kind that breaks convention, with a clear lineage to the great Jaguars of the past including the E-type and XJS."
Pugh will represent the British luxury automaker as it seeks to reinforce its focus on creativity, originality and cultural influence.
The actress has received a British Independent Film Award and earned nominations for an Academy Award and three BAFTA Awards, according to the announcement reported by MediaPost's Marketing Daily.
Her appointment forms part of Jaguar's broader effort to connect its automotive identity with cultural figures and creative industries.
The company selected Pugh, who is British, to help communicate its new direction as the Type 01 approaches its planned ordering period.
The unveiling also incorporated music and large-scale public displays in New York City.
English singer-songwriter Sienna Spiro performed at the event, which Jaguar described as a distinctive premiere combining the vehicle presentation with an extensive visual campaign.
According to MediaPost, digital displays appeared in Times Square, DUMBO and the Lower East Side.
Jaguar also hosted an exclusive gathering in West Chelsea, in ZIP code 10001, with the automaker indicating that the location was a deliberate part of the presentation.
