Jaguar Unveils $130,500 Electric Vehicle After Controversial 'Woke' Rebrand Attempt
The luxury automaker introduces its Type 01 electric grand tourer, aiming to re-establish its brand identity after a highly criticized marketing campaign.
British luxury automaker Jaguar has launched its new Type 01 electric vehicle, priced at $130,500 in the U.S. The unveiling comes two years after the company faced significant backlash for a marketing campaign that was widely perceived as a failed attempt at a "woke" rebrand.
The Type 01, described as “the most powerful, aerodynamic and technologically advanced Jaguar ever,” was revealed at an event in New York City. The four-door grand tourer features an extended hood, a low roofline, frameless doors, and replaces a rear window with a camera. It can accelerate from 0 to 62 mph in 3.2 seconds and offers a range of 400 miles.
Orders for the Type 01 are set to open in early 2027, with deliveries expected in the latter half of the year. This launch marks a critical step in Jaguar's transition to becoming an all-electric brand, a shift that proceeds despite a recent cooling in demand for electric vehicles.
Jaguar's previous rebranding attempt in November 2024 included a 30-second advertisement featuring androgynous models and abstract slogans such as “delete ordinary” and “break moulds.” The campaign notably omitted any clear reference to cars or the Jaguar brand, drawing criticism and sarcastic remarks, including from Elon Musk who questioned if the company still sold vehicles.
The controversy intensified in early 2025 with the release of the Type 00 concept, a pink electric vehicle intended to appeal to Gen Z. This concept, which drew comparisons to a “pink Batmobile” and was criticized for appearing “cheap,” was not slated for production but served as a promotional illustration for the upcoming Type 01.
Jaguar Land Rover CEO PB Balaji stated that the Type 01 represents “an exciting new era” for the company. "Combining British heritage, bold creativity, advanced technology and groundbreaking engineering, it reflects our ambition to create objects of desire that will help us invite a new generation of clients into Jaguar’s loyal and passionate customer base," Balaji said in a statement.
The launch occurs as other luxury automakers, including Ferrari and Bentley, have also introduced their first electric vehicles. This follows a trend of declining EV demand globally, coupled with increased competition from Chinese manufacturers who captured 60% of global electric car sales in 2025, according to the International Energy Agency.
Jaguar Land Rover has also been navigating financial challenges, including a significant cyberattack last summer that reportedly cost the UK economy billions and led to the announcement of 4,000 job cuts over the next two years. The company cited the cyberattack, intense competition from China, and U.S. auto tariffs as reasons for the workforce reduction.