Jaguar Unveils £130,000 Electric Grand Tourer Amid Rebrand Controversy

Jaguar is set to launch its new £130,000 electric car, the Type 01, in New York on Tuesday. Managing director Rawdon Glover described the unveiling as one of the most significant moments in the company's 90-plus year history.

The Type 01, first announced in May, will feature 23-inch wheels, 1,000 horsepower, and is underpinned by 360 new patents. The model aims to position Jaguar as an ultra-premium EV brand, rivaling marques like Aston Martin and Bentley.

This launch follows a period of controversy surrounding Jaguar's rebrand. In 2024, the company faced accusations of appealing to a 'woke' audience after a marketing campaign that eschewed its traditional 'growler' logo and imposing typeface for a more minimalist 'JaGuar' text. The campaign, under the slogan 'copy nothing,' featured diverse models in abstract settings. At the time, Jaguar's sales reportedly dropped by 97.5%, though the company maintained the rebrand was not responsible.

Glover addressed the criticism, acknowledging that while one aspect of their recent activities garnered more headlines, the company's marketing tone has evolved and will continue to do so. He stated that the Type 01's design must be distinctive, creating an unmistakable presence, particularly when approaching other vehicles on the road. Critics, including Donald Trump, Nigel Farage, and Elon Musk, had previously voiced strong opinions on the rebrand. Trump called it a 'total disaster,' Farage predicted the company would 'go bust,' and Musk questioned the brand's focus.

Despite the backlash, Glover expressed hope that critics will change their minds following the unveiling of the Type 01. He emphasized the company's understanding of the Jaguar brand and its commitment to ensuring its survival for another 90 years, which necessitates developing a worthy new vehicle.

Earlier previews revealed the Type 01's minimalist interior, designed to make 'every journey an occasion.' A central spine runs the length of the cabin, creating four distinct seating areas and highlighting the car's 'longitudinal' design philosophy. The driving position is notably lower than in most electric cars, achieved by splitting the 120kWh battery pack beneath the floor. This design allows for a relatively low roofline of 1.4 meters.

Instead of a traditional central touchscreen, the Type 01 utilizes a wide high-definition display that serves as both the instrument cluster and extends into the dashboard. A smaller screen integrated into the central spine controls cabin climate and seating functions. Drivers interact with illuminated, flush-mounted controls on a twin-spoke steering wheel, supported by voice controls.

The car also features a 'Digital ClearSight Rear View Display,' which streams footage from a roof-mounted camera, eliminating the need for a conventional rear window. This system is integrated with the front soundbar, removing door-mounted speakers. The cabin incorporates concealed storage, hidden technologies, and 'exuberant modernist' design elements, including brass-inspired finishes and a redesigned Jaguar leaper emblem.

An expansive panoramic roof enhances the sense of space. The four individual seats are designed for maximum comfort. Traditional interior door handles have been replaced with electronic button releases.

The Type 01's performance is driven by a three-motor setup—one at the front and two at the rear—delivering over 1,000 bhp. Advanced torque vectoring technology adjusts power distribution to individual wheels up to 1,000 times per second to optimize grip. The 120kWh battery pack is expected to provide an estimated range of around 430 miles on a single charge.

The first deliveries for the production Type 01 are scheduled for early 2027. The car's exterior will feature subtle 'Type 01' badging and a minimalist design language, including a strikethrough motif where the bonnet meets the windscreen and bold, linear graphics.