Jaguar unveils electric Type 01 priced from £130,000
Jaguar has unveiled the all-electric Type 01 grand tourer, which JLR says produces about 1,000 horsepower, two years after a rebrand drew a backlash over 'woke' accusations.
Key facts
- Jaguar unveiled the all-electric Type 01 on 6 October, with a minimum UK price of £130,000 and a US price of $130,500.
- JLR says the car produces about 1,000 horsepower, accelerates from 0-62mph in 3.2 seconds and has a range of up to 320 miles at sustained highway speed.
- Reactions were mixed: luxury car consultancy owner Craig Kinnersley called the design an "unmitigated catastrophe", while car journalist Steve Fowler called it "incredible".
- Jaguar's 2024 rebrand advert showed a new logo but no cars; the BBC reported it triggered a backlash in which critics accused JLR of going "woke".
- JLR pledged in early 2023 to invest £15bn in new models and technologies as part of reinventing Jaguar as a luxury electric brand.
Jaguar has revealed its new all-electric car, the Type 01, two years after a rebrand that drew a backlash in which the firm was accused of going "woke", according to the BBC. The unveiling took place on 6 October and was attended by celebrities including actor Florence Pugh, the BBC reported.
The car is a four-door "Grand Tourer" with a long bonnet that, according to the BBC, deliberately harks back to Jaguar's 1960s E-Type. It costs from £130,000 in the UK and $130,500 in the US. JLR says the electric motors produce about 1,000 horsepower, accelerate the car from 0-62mph in 3.2 seconds and give it a range of up to 320 miles at "sustained highway speed". The company describes it as the "most technically advanced, powerful and aerodynamic Jaguar ever engineered".
The BBC reported the unveiling was met with mixed reactions on social media. Facebook user Ken Katch said it "looks like a Cybertruck and a Bentley Continental had an illegitimate child", referring to the Tesla pick-up. Craig Kinnersley, who runs a luxury car consultancy, wrote on LinkedIn that the design was an "unmitigated catastrophe" that looked like a hearse and lacked any "memorable Jaguar flourish".
Car journalist Steve Fowler said the Type 01 looked "incredible" and made him "proud to be British", writing on X: "Not everyone will like it - that's fine. Not everyone has to!" Alistair Weaver of the vehicle sales platform Edmunds told the BBC that Jaguar deserved some credit for the car's looks despite it being "polarising". He said the firm faces an uphill battle in the US, where electric vehicles (EVs) are becoming less popular.
The BBC reported that in 2024 Jaguar released a surreal advert showing models in brightly coloured outfits, with a new logo but no cars. Two weeks later, design chief Gerry McGovern presented two concept cars — mock-ups built to demonstrate an idea rather than to work on the road — in Miami Pink and London Blue, saying: "Jaguar has no desire to be loved by everybody". The BBC reported the event triggered a backlash in the press and on social media, with critics claiming JLR was betraying its heritage in favour of going "woke" and deriding the launch colour as "Barbie pink".
Context
JLR set out a strategy in early 2023 pledging to invest £15bn in new models and technologies, reinventing Jaguar as a luxury all-electric brand. The BBC reported the reception to the 2024 rebrand appeared to catch JLR by surprise, and described the Type 01 unveiling as a gamble for a company that has invested billions reinventing Jaguar.
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