Jaguar's drive to attract younger and richer drivers was demonstrated in Paris with the launch of the latest Type 00 prototype, which promises all-electric luxury... at a high price.

The car heralds a production model expected in mid-2026 at a base price of 150,000 euros.

That's twice the price of the current Jag range, which puts it more in Porsche territory.

The expensive British brand - owned by Indian car giant Tata Motors since 2008 - has launched a makeover campaign to make the car appeal to a far younger clientele than that traditionally associated with it. Especially in view of the ever-growing electric market.

Late last year, the company surprised its fans by creating a new logo with curvy letters and advertising featuring a colorful, multicultural lineup of models - but no cars.

The Type 00 prototype is just as colourful: the electric blue version shown looks like something out of a film set.

Jaguar says the philosophy of its latest offering is "raucous modernism".

Jaguar managing director Rowden Glover, who sat behind the wheel of the prototype, called it "a very clear manifestation of all the future Jaguars that will debut soon".

The target market, Glover said, is "probably people between 35 and 50" and "definitely interested in design and interested in technology."

But Jaguar faces a tough challenge.

According to the European Automobile Manufacturers Association (ACEA), in January this year Jaguar accounted for only about 1.2% of the European market for all cars sold.

According to its 2024 annual report, the company sold 78,000 vehicles in Europe between April 2023 and the end of March 2024.

The growing electric car segment is dominated by Tesla, Volvo and Volkswagen, and many European buyers are deterred by higher prices as economic uncertainty looms.

However, Jaguar is hoping the Type 00's technology will prove attractive, promising a range of 700km between charges and models offering up to 1,000 horsepower. | BGNES, AFP