Jaguar's New £120,000 Electric Car Sparks Backlash and Intrigue

Jaguar has unveiled its new Type 01 electric vehicle, a four-door GT car priced from £120,000, which has been met with a mixed reception from critics and the public. The launch event in New York featured Jaguar's new brand ambassador, British actress Florence Pugh.

The Type 01 marks a significant departure for the 90-year-old British manufacturer, aiming to attract a younger and wealthier demographic, a departure from its previous customer base described as "shrinking and ageing." Jaguar's managing director, Rawdon Glover, stated the company needs to make bold decisions to secure its future, moving away from a shrinking market toward a more exclusive luxury segment.

"Our client base was shrinking and ageing. That's not a great combination," Glover said. "We had to do something much bolder and take a very big step forward."

Designed, engineered, and built in the UK, the Type 01 boasts a four-seater layout, a central 'spine' running through the cabin, and an 118kWh battery offering an estimated range of 400 miles. It accelerates from 0 to 62 mph in 3.2 seconds and has a top speed of 155 mph. The vehicle's dimensions, including a length of 5.2 meters, have also drawn attention, with concerns about its fit in standard parking spaces.

Early reactions on social media platform X have been polarized. Some critics have likened the car's design to a hearse and called it "ugly," questioning the brand's shift in styling. One user commented, "People can criticise, but the 'woke' direction Jaguar took really has harmed the brand." Another posted, "Going woke was one thing. But they also just make VERY UGLY cars."

However, the company acknowledges and even welcomes this division. Jaguar's global marketing director, Carlee Hardaker, noted that clinics involving 2,500 people showed a wide range of reactions, from highly positive to negative. "We want to evoke an emotion and provoke polarisation of opinion," Hardaker said. "If you get people saying, 'It's okay,' you end up creating a car for everybody that no one really wants. We want to drive an emotional connection – and irrational desire."

Industry publications have offered varied assessments. Auto Express called the Type 01 "a spectacular piece of design underpinned by impressive engineering," while Top Gear described it as "massive, ambitious, controversial, and expensive," adding that "the whole point of this car is to create a 'bloody-hell' moment." CAR magazine suggested it could be "the most fascinating new car of the decade."

Motoring editor Rob Hull, who tested the vehicle, noted its luxurious cockpit and comfortable ride, stating, "With its cocooned cabin, the Type 01 will devour miles in supreme comfort." He also commented on the design being "a complete transformation of the brand's identity," acknowledging that while parts of it appealed to him, "certainly not in its entirety."

The launch follows Jaguar's controversial rebrand in November 2024, which included a new logo, a revised 'leaper' cat design, and marketing slogans such as 'delete ordinary.' This shift has been seen by some as alienating its traditional customer base.

Despite the mixed reception, Jaguar reports that 50,000 people have expressed interest in the Type 01, with 78% of them being non-Jaguar owners, suggesting the brand's strategy to attract new customers may be gaining traction.

Production of the Type 01 is scheduled to begin in 2027 at Jaguar Land Rover's (JLR) Solihull plant. This launch is part of JLR's broader plan to invest over £15 billion in the UK, a move welcomed by Business Secretary Jonathan Reynolds as a "crucial step" and a "big vote of confidence" in the British automotive industry.

Customers can place orders for the Type 01 starting early next year. The announcement comes as JLR continues efforts to cut costs, including plans to reduce its global workforce by 4,000 jobs over two years, and navigates a competitive EV market facing pressure from lower-cost Chinese manufacturers.