Jaguar unveiled the Type 01, its first new electric model, in New York on Tuesday. The four-door Grand Tourer produces roughly 1,000 horsepower, accelerates from 0-62 mph in 3.2 seconds, and offers up to 320 miles of range at sustained highway speed. The car starts at £130,000 in the UK and $130,500 in the US.
The launch comes after years of controversy tied to Jaguar's rebrand. In 2024, the company released a surreal advertisement featuring models in bright colours and no cars, followed by the unveiling of concept vehicles in "Miami Pink" and "London Blue". Critics accused Jaguar of abandoning its heritage for a "woke" image, and the colour scheme drew derision as "Barbie pink" online and in the press.
The Type 01 has generated polarised reactions. Steve Fowler, a car journalist, said it "looks incredible" and makes him "proud to be British". Alistair Weaver from Edmunds credited Jaguar for the design's boldness despite calling it polarising. Craig Kinnersley, a luxury car consultant, called it an "unmitigated catastrophe" that resembles a hearse. A Facebook user compared it to a "Cybertruck and a Bentley Continental" hybrid.
Jaguar ceased production of its older models in 2024 and 2025. The brand had struggled to sell upmarket saloons and SUVs to corporate buyers who preferred Audi and BMW. Matthias Schmidt of Schmidt Automotive Research noted that "Jaguar's core demographic, despite the uproar, gave up on the brand years ago, so they effectively had nothing to lose".
The controversy, while uncomfortable for leadership, kept Jaguar's name in circulation during a period of weak sales. Schmidt added that the rebranding "brought Jaguar from the back pages to the front pages, given that it was dying in a crowded international market".
The company faces significant headwinds. EV popularity is declining in the US, where Jaguar competes against Porsche, Mercedes-AMG and Chinese brands like Denza. Ginny Buckley of Electrifying.com said the real test is whether the Jaguar brand itself can attract buyers at this price point. The Type 01 is the first of three planned electric designs. Design chief Gerry McGovern has since left the company, and JLR hired a new CEO.