This week, Jaguar introduced the Type 01 at STORIED NYC, unveiling the electric four-door grand tourer that will lead the brand’s new era.
The star-studded premiere brought cocktails and an intimate Sienna Spiro performance to Annie Leibovitz’s former home and studio in West Chelsea. The venue’s exposed brick and steel beams made a striking setting for the futuristic car. Designers and engineers led the daytime media preview, giving an exclusive look behind Type 01 before invited guests mingled with influencers and creatives for the evening unveiling.
Inside the venue, the buildup had the anticipation of a live concert. Projections stretched across the walls as Jaguar premiered its new campaign to a pulsing, cinematic soundtrack. Type 01 made a headliner’s entrance, driving in through projections of Jaguar’s signature Strikethrough lines. Phones and flash surrounded the stage to celebrate the car’s arrival.
Florence Pugh, Jaguar’s newly announced brand ambassador, joined in the celebration and sat down for an exclusive interview with artist Diego Rodriguez, who sketched her portrait as they spoke. The guest list also tapped into New York’s basketball and fashion scene, with Knicks star Karl-Anthony Towns and Jordyn Woods posing beside the new car.
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During the media roundtable, Carlee Hardaker, Jaguar’s director of global marketing and communications, explained that a conventional corporate unveiling was never the intention. She spoke about the brand’s relationship with art and fashion, and its interest in people who champion originality. After the Type 00 concept’s appearances during Miami Art Week and Paris Fashion Week, New York was the moment to introduce the production car that customers would actually be able to buy.
“We had a concept car and a concept world. We’ve now got a real car in a real world,” Hardaker said.
Photo Courtesy: Jaguar
In person, Type 01 looks almost like a digital rendering. Its unusually long hood and low roofline give it a dramatic profile, while oversized wheels give it a stance that is difficult to mistake for anything else. The back is just as unconventional, with broad shoulders, narrow bands of light and no rear window. “Every single line is there for a reason,” lead exterior designer Alexey Andreev said during the walkaround. The door handles sit flush with the body, while the brass colored detail behind the front wheel carries Jaguar’s signature leaper emblem.
The launch car’s Visionary Silver Satin paint shifts between warm and cool tones as the light changes. Mary Crisp, who leads Jaguar’s materials design, described it as “a complex silver,” developed in-house for the first design models in 2021. Its inspiration came from chiaroscuro, the use of light and shadow in painting. Inside, the low driving position and high center console make the cabin feel enclosed but spacious. Pale upholstery, woven textiles and warm metal finishes make it a calm, comfortable place to sit.
Type 01 has the opportunity to appeal to buyers with an independent streak as an addition to the household garage, chosen for occasions when its owner wants to arrive in something distinctive. For buyers drawn to a stronger color, the Chromatic Moments collection offers French Ultramarine and London Red across just 60 cars worldwide. More bespoke options for personalizing the car will follow in future model years.
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Chef Roze Traoré created the evening’s menu, with sashimi and savory bites passed around as guests chatted and explored the displays. The cocktail menu had its own British and New York references. The Hudson Cup combined Pimm’s, gin, Concord grape, black pepper and sparkling cider, while the nonalcoholic Sunday Drive paired Earl Grey and bergamot with white verjus and tonic.
Closing out the evening, Sienna Spiro performed with piano and double bass, wearing a silver fringed dress under warm stage lights. The audience gathered only a few feet away for a jazz set of “Material Lover,” “The Visitor,” “Fever,” “Mono No Aware” and “Great Expectation.” With her distinctive voice and personal style, Spiro brought the kind of British cool Jaguar is betting on. The 21-year-old singer was a natural fit for a British brand looking to connect with a new generation through music and fashion.
Photo Courtesy: The Knockturnal
Type 01 starts at $130,500 in the U.S., with orders expected to open in early 2027 and deliveries anticipated in the second half of the year. The New York premiere gave it an audience well beyond car enthusiasts. Keeping their attention as Type 01 reaches customers will be Jaguar’s next test.
