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Jaguar has unveiled the first production model from its sweeping reinvention, nearly two years after a rebranding campaign drew backlash from critics who called it “woke.”
The all-electric Jaguar Type 01, unveiled Tuesday in New York, is a four-door luxury grand tourer with a U.S. starting price of $130,500. Orders are expected to open in early 2027, with initial customer deliveries anticipated in the second half of the year.
The launch represents a major test of Jaguar’s strategy to move upmarket and attract a smaller, wealthier customer base rather than pursue greater sales volume against mainstream luxury competitors.
The overhaul predates the advertising controversy. Parent company JLR first outlined its strategy for Jaguar in 2021, with the brand moving toward an entirely electric lineup.
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Jaguar’s November 2024 “Copy Nothing” campaign featured models wearing brightly colored, futuristic clothing but did not show any cars. Some critics labeled the campaign “woke,” while others questioned its redesigned logo and departure from the British luxury brand’s traditional image.
Tesla CEO Elon Musk responded at the time by asking Jaguar on X, “Do you sell cars?” President Donald Trump also criticized the advertisement in August 2025, calling it “seriously WOKE” and a “TOTAL DISASTER.”
Jaguar Managing Director Rawdon Glover at the time defended the ad, retorting to Musk: “Yes. We’d love to show you.”
He told the Financial Times at the time, “If we play in the same way that everybody else does, we’ll just get drowned out.”
Jaguar followed its campaign with its Type 00 concept, presented in pink and blue, which previewed the company’s new design language.
Glover told the Guardian this week that the backlash “wasn’t always easy,” while emphasizing the need to attract new customers. He said Jaguar is seeking younger, wealthier and more technology-focused buyers.
The Type 01 uses a tri-motor powertrain that Jaguar says produces up to 1,015 horsepower and can accelerate from zero to 60 mph in 3.1 seconds.
Jaguar estimates that its 118-kWh usable battery will deliver up to 400 miles of EPA range, though the figure remains subject to final certification. The company says drivers can add up to 200 miles of range in as little as 13 minutes using a 350-kW DC fast charger, depending on battery and charging conditions.
Inside, the four-seat cabin features a central spine running the length of the vehicle, a 24-inch OLED driver display and a separate seven-inch touchscreen for commonly used controls.
The car is designed, engineered and built in the U.K., with production scheduled to begin in 2027 at JLR’s Solihull operations.
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“From its dramatic design to its captivating drive, Type 01 distills the essence of Jaguar into a car for a new era,” Glover said in a company release. “Jaguars should be objects of desire and culturally relevant – that’s their natural habitat and where Jaguar is returning.”
