Jaguar unveils bold electric Type 01 amid mixed reactions

Jaguar has unveiled its first major new model since announcing a dramatic transformation of the luxury car brand, introducing the all-electric Type 01 in New York.

The four-door grand tourer marks a significant shift for the British marque as it moves towards an entirely electric future. Its design combines a long bonnet inspired by Jaguar’s iconic E-Type with a much more modern and imposing appearance.

The Type 01 is powered by electric motors producing around 1,000 horsepower. Jaguar says the car can accelerate from 0 to 62mph in just 3.2 seconds and deliver a range of up to 320 miles at sustained highway speeds.

The company has described the vehicle as its most powerful, aerodynamic and technologically advanced Jaguar to date.

However, the new model comes with a luxury price tag. The Type 01 starts at around £130,000 in the UK, while its US starting price is about $130,500.

The launch has attracted considerable attention because of Jaguar’s controversial rebranding campaign in 2024. The company unveiled a new visual identity alongside a colourful advertisement and later presented brightly coloured electric concepts.

The campaign sparked criticism from some sections of the public and media, with opponents accusing Jaguar of abandoning its traditional identity. The pink concept car in particular became a target of ridicule on social media.

Jaguar has since undergone further changes. Its former design chief Gerry McGovern has left the company, the agency behind the rebranding campaign is no longer working with the automaker and the company has appointed a new chief executive.

The Type 01 has also divided opinion among car enthusiasts. Some have criticised its unconventional styling, while others have praised Jaguar for taking a bold approach rather than producing another conventional luxury electric vehicle.

The model is expected to be the first of three new electric Jaguars as the company attempts to reposition itself in the premium market.

Jaguar’s challenge will now be turning attention into sales. The company is entering a highly competitive electric luxury market that includes established European manufacturers as well as rapidly expanding Chinese brands.

The automaker has invested billions in its transformation, making the Type 01 a crucial test of whether buyers will accept Jaguar’s new identity and pay a premium for its electric future.

Industry observers say the car’s performance and technology may attract buyers, but the bigger question is whether the Jaguar brand itself can regain the strength and appeal it once enjoyed.