Jaguar Type 01Despite the $130,000 price tag, Jaguar says that the U.S. and Canada are its most important markets for the Type 01 sedan.Jaguar's executives consider the U.S. and Canada to be its most important markets for the Type 01.When the concept Type 00 was revealed, much of the positive response came from the U.S. and Canada.The Type 01 will start at around $130,000 when it goes on sale in early 2027.When Jaguar said "Copy Nothing," the company really, really meant it. Love it or hate it, the Type 01 is a very striking vehicle; with its almost cartoonish cab-rearward proportions and designo-luxe-minimalist interior, the car looks strikingly different from any Jaguar ever made.But they don't want it to be like any Jaguar ever made. That was clear when the brand killed all of its cars and relaunched with a new aesthetic. Was it ill-advised? Maybe, maybe not; it certainly got people talking about the brand in ways that no one had ever done so before, although much of the conversation wasn't… great. The brand found itself in the middle of an international culture war, with Jaguar's rebrand and relaunch arriving in the midst of a public debate about so-called "woke" values. However you feel about Jaguar's new car or its rebrand, it's clear that the company is courting a new set of customers.And who might those customers be? Americans, mostly. During my time at JLR's facilities in Gaydon, England, Jaguar explained part of its sales plans and target markets for the Type 01. In theory, you'd think that in the land of the big SUVs and softening EV demand, the brand would focus more on Europe or China for its latest EV sedan effort. But no. Jaguar says that the U.S. and Canada are its most important markets. This is backed up with numbers: after the Type 01 concept was revealed, Jaguar says that much of the positive response came from the U.S. and Canada.Jaguar Type 01In short, Jaguar sees the Type 01 as a fashion item crossed with a luxury item, and thus, young rich millennials and Gen Z are its prime target here. These are urbanites in big cities, people that Jaguar calls unafraid of polarizing design and interested in individuality. The Type 01 is entering a field with established models that are quite simply not doing well. The Lucid Air is a gorgeous vehicle that we all generally love here at InsideEVs, but it's not lighting any sales charts on fire. Partially because the United States has been a sedan-phobic car market since the advent of the SUV. Launching a six-figure electric luxury sedan in a market that isn't friendly to either of those things feels like a poor brand management choice.Rawdon Glover, the Managing Director of Jaguar, recognizes that the market for electric sedans is odd right now. But he still believes that the Type 01 is what Jaguar needs. The electric part of the Type 01 is just one aspect of the car. The real story, he says, is the rest of it; the car is Jaguar reintroducing itself to the world, and people will buy it because of how it looks and performs, not just because it's electric. The car's stranger-than-fiction proportions and 1000-horsepower drivetrain are both possible because it's electric, after all."A Jaguar has to be about engagement, refinement, and power, and EVs are perfect for that," Glover said in an interview with InsideEVs. "But will we be marketing it as 'come and buy the Jaguar EV?' No. It will be 'come and buy the Jaguar Type 01, there's nothing else like it."The marketing strategy has evolved, too. The original high-fashion advertisement campaign with its wacky outfits and models that look like they walked out of New York Fashion Week has been toned down a little. Still, the idea is there. The ads that Jaguar showed us still don't talk too much about the car's electric guts; it all plays to emotion."The EV market is evolving in a different way than we all envisioned. But people are going to buy this vehicle; they will need validation for it. When they say 'I bought a Jaguar,' I want them to say 'I bought it because of the way it looks, or the way it drives, or because it has amazing technology in it,' Glover said.Jaguar Type 01During my chat with Jaguar's executives, I couldn't help but think that this feels like a tall ask during such a tumultuous time. True, the world is continuing to electrify, but demand has been biased toward cheaper, often SUV-shaped vehicles. The Type 01 throws caution to the wind, at the expense of practicality and price. Jaguar's starting price is high, $130,500 to be exact. Then, the car is a four-door coupe with a polarizing and snug interior. Jaguar executives admit it was designed from its outset to not be for everyone. But this brand has suffered from middling sales for decades, and it could certainly use a reboot.The Type 01 won't have to be a big seller to make a big impact on the brand. Jaguar declined to share its exact sales goals for the Type 01, but Glover insisted that it will get as many sales as it needs.Why Jaguar Can't Go Back From Its Most Shocking Design EverJaguar's Controversial Type 00 Drives Way Better Than You ThinkIs Everyone Mad At Jaguar For No Good Reason?Jaguar Type 01 Interior Revealed: No Rear Window, No Rear-View Mirror, And 'Hidden' Tech