Jaguar takes over Times Square ahead of Type 01 Oct 6 reveal
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Jaguar has taken over the JPMorgan Chase screen in Times Square ahead of the global reveal of its Type 01 luxury electric four-door GT on October 6
Jaguar, part of Tata Motors-owned JLR, has taken over the JPMorgan Chase digital display in Times Square, New York, as part of the build-up to the global reveal of the Jaguar Type 01, the first production model based on the new Jaguar Electric Architecture. The campaign began on October 2, 2026, using the 30-metre, or 100-foot, display on the corner of 42nd Street and 7th Avenue to preview design elements from the upcoming model while the media embargo remains in place. The screen showcases the Type 01 strikethrough graphic, which Jaguar describes as a key signifier for the wider brand, along with the laser-etched Leaper, the marque’s traditional symbol of provenance. The images appear in rotation every 15 minutes, giving the hundreds of thousands of people passing through Times Square each day a preview of what is to come.
Type 01 reveal set for October 6
Jaguar describes the Type 01 as a luxury electric four-door GT and the first model of a new generation of Jaguars.
The vehicle will be officially revealed at 20:00 EDT on October 6, equivalent to 01:00 BST on October 7 and 04:00 UAE time on October 7.
Designed, developed and crafted in the UK, the Type 01 is the first production Jaguar to use Jaguar Electric Architecture (JEA), a dedicated electric-vehicle platform created to enable a new approach to design, proportions and occupant experience.
Jaguar says the four-door GT will combine dramatic design, craftsmanship and innovation as part of the brand’s renewed interpretation of modern luxury.
First of a new generation
The Type 01 name references both Jaguar’s heritage and its all-electric future.
The word “Type” nods to the naming convention used by some of Jaguar’s most famous predecessors, while “0” signifies zero tailpipe emissions and “1” marks the first model of this new generation.
The Times Square takeover forms part of Jaguar’s final promotional push ahead of the Type 01 world premiere and the beginning of a new chapter for the marque.
A crucial moment for Jaguar
The launch carries particular significance because this is more than simply another new model. Jaguar is entering a new era for one of Britain’s most storied automotive marques, a name responsible for cars ranging from the XK120 and XJ to the XJ220, S-Type and, more recently, the F-Type.
More importantly, Type 01 will provide the clearest indication yet of how Jaguar’s radical reinvention translates from brand strategy and concept car into a production vehicle.
Jaguar introduced its new identity in November 2024 under the “Copy Nothing” philosophy. Its launch campaign deliberately moved away from conventional automotive advertising, featuring models in brightly coloured, avant-garde clothing and abstract settings — notably without showing a car. Jaguar said the approach was intended to move away from traditional automotive stereotypes and establish a distinct identity for its new electric era.
The approach proved highly divisive, drawing considerable criticism as well as support from commentators, enthusiasts and the wider public.
The subsequent Type 00 concept provided the first look at how Jaguar’s new philosophy would translate into vehicle design. Now, almost two years later, Type 01 is the first production car tasked with turning that strategy into something customers can actually drive and buy.
Whether Jaguar’s dramatic reset ultimately proves successful will depend on how the new generation of cars is received, but Type 01 represents the most important test yet of the brand’s new direction.
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