Jaguar has unveiled its first major electric model since its controversial rebrand, putting a £130,000 bet on a very different future.
The Type 01 is a four-door Grand Tourer with a long bonnet inspired by the classic E-Type.
It packs roughly 1,000 horsepower, reaches 62mph in 3.2 seconds and can travel up to 320 miles at sustained highway speeds.
Sounds impressive. But will buyers agree?
The launch comes two years after Jaguar’s bold rebranding campaign triggered accusations of going “woke”.
The campaign featured colourful fashion and concept cars but barely showed an actual Jaguar, sparking a fierce online backlash.
Divided Reactions Persist
Now the company hopes the Type 01 can shift attention back to the cars. Reactions so far are divided.
One critic called it an “unmitigated catastrophe”, while journalist Steve Fowler said it “looks incredible” and made him “proud to be British”.
Analyst Alistair Weaver says Jaguar deserves credit for creating something distinctive because “If Jaguar designed a car that looked like anything else, it would have had no hope.”
JLR has invested billions in Jaguar’s transformation, but the challenge is clear.
Can a £130,000 electric Jaguar stand out against Porsche, Mercedes-AMG and rising Chinese brands?
As Fowler puts it, “Whether the Jaguar brand is good enough remains to be seen.”
