Key facts
- The new all-electric Jaguar Type 01 is a four-door Grand Tourer with a long bonnet reminiscent of the 1960s E-Type.
- The Type 01's electric motors produce approximately 1000 horsepower and can accelerate from 0-62mph in 3.2 seconds.
- The car has a claimed range of up to 320 miles at sustained highway speeds.
- The minimum cost for the Type 01 is £130,000.
- Jaguar's rebranding in 2024 included a surreal advert with no cars and radical concept cars in "Miami Pink" and "London Blue" color schemes.
- Jaguar Land Rover has invested £15 billion in new models and technologies for the brand.
Two years after a controversial rebranding that drew criticism for being "woke" and featuring a "Barbie pink" concept car, Jaguar Land Rover (JLR) has unveiled the first of its new electric models, the Type 01. The imposing four-door "Grand Tourer" features a long bonnet, deliberately evoking Jaguar's iconic 1960s E-Type.
The launch represents a significant gamble for JLR, which has invested billions in reinventing the classic British brand as a luxury electric marque. The company's strategy, set out in early 2023, aimed to revitalize a brand that had lost its luster and struggled to compete with German rivals.
The new Type 01 boasts potent electric motors delivering approximately 1000 horsepower, enabling it to accelerate from 0-62mph in 3.2 seconds. JLR claims a range of up to 320 miles at sustained highway speeds, describing it as the "most technically advanced, powerful and aerodynamic Jaguar ever engineered." However, this comes with a minimum price tag of £130,000.
The rebranding in 2024, which included a surreal advert with no cars and radical concept cars in "Miami Pink" and "London Blue," triggered a fierce backlash. Critics accused JLR of betraying heritage in favor of a "woke" agenda, with the pink color derided as "Barbie pink." The reception reportedly caught JLR by surprise.
Matthias Schmidt of Schmidt Automotive Research noted that Jaguar's core demographic had already disengaged from the brand, leaving JLR with "nothing to lose." He suggested the controversy, while uncomfortable, kept Jaguar in the public consciousness during a period of low sales. Production of older Jaguar models ceased in 2024 and 2025.
Automotive journalist Steve Fowler described the launch as a "last throw of the dice" for JLR, which has historically struggled to make significant profits from the Jaguar brand. The key challenge now is whether enough buyers will opt for the distinctive electric car at its premium price point, facing competition from established luxury brands like Porsche and Mercedes-AMG, as well as emerging Chinese manufacturers.
Ginny Buckley of Electrifying.com believes the car itself is capable of silencing critics, but acknowledges that convincing consumers to purchase it will be the next hurdle. Fowler agreed that the car's quality might be sufficient, but the strength of the Jaguar brand itself remains to be seen.