Jaguar has unveiled the Type 01, its first production electric car, in New York as part of a radical rebrand into an all-electric luxury marque. The four-door Grand Tourer produces roughly 1,000 horsepower, accelerates from 0 to 62 mph in 3.2 seconds, and offers a range of up to 320 miles at sustained highway speed. Pricing starts at £130,000 in the UK and $130,500 in the US.
The car's launch arrives two years after Jaguar's controversial rebranding campaign, which included a "surreal" advertisement with models in bright outfits and no cars, followed by concept vehicles in "Miami Pink" and "London Blue." Critics labeled the campaign "woke" and derided the color choices, sparking culture-war commentary on social media.
Reactions to the Type 01 itself remain sharply divided. Car journalist Steve Fowler called it "incredible" and said it made him "proud to be British." Alistair Weaver from Edmunds said Jaguar deserved credit for the "polarising" design. However, luxury car consultant Craig Kinnersley described it as an "unmitigated catastrophe" that resembles a hearse and lacks "memorable Jaguar flourish." One Facebook user compared it to a hybrid of a Cybertruck and Bentley Continental.
Matthias Schmidt of Schmidt Automotive Research notes that Jaguar's historical core demographic abandoned the brand years ago, so the rebranding carried limited downside. The old Jaguar had lost its lustre after decades of declining sales to corporate buyers who preferred Audi and BMW. The controversial rebrand kept the Jaguar name in public consciousness during a period when the company was selling very few cars.
JLR has invested billions in the reinvention and plans the Type 01 as the first of three new electric designs. The company wound down production of older Jaguar models in 2024 and 2025. Since the Miami event, design chief Gerry McGovern has departed, JLR parted with the rebranding agency, and the company installed new leadership.
Success hinges on buyer demand in a crowded market. Potential customers can choose from Porsche, Mercedes-AMG, and Chinese brands such as Denza. Ginny Buckley of Electrifying.com said the real test is whether Jaguar can attract buyers despite abandoning its heritage, while Fowler acknowledged the brand itself remains an unproven asset.