Jaguar Unveils $130K Electric Vehicle After Botched 'Woke' Rebrand

Jaguar has launched its new $130,500 electric vehicle, the Type 01, in New York City, marking a significant shift in its brand strategy after a previous rebrand attempt faced widespread criticism. The unveiling event featured British actor Florence Pugh and a performance by singer Sienna Spiro.

The Type 01, described as Jaguar's most powerful, aerodynamic, and technologically advanced vehicle, is a four-door grand tourer with an ultra-long bonnet, a low roofline, and frameless doors. It can accelerate from 0 to 62 mph in 3.2 seconds and offers a range of 400 miles. Orders for the vehicle are set to open in early 2027, with deliveries expected in the second half of that year. The starting price in the U.S. will be $130,500.

This launch represents Jaguar's move toward becoming a fully electric brand, despite a recent decline in demand for electric vehicles. The company faced significant backlash in November 2024 after releasing a rebrand video featuring androgynous models and slogans like "delete ordinary" and "break moulds." This campaign was criticized for being out of touch with consumers and lacked any mention of cars or the Jaguar logo, prompting a sarcastic response from Elon Musk, owner of X.

Further controversy arose in January 2025 with the release of an image of a pink concept car, the Type 00, which was intended to appeal to Gen Z. Social media users compared the vehicle to a "pink Batmobile" and criticized it as "cheap-looking." While not slated for production, the pink concept was used to promote the upcoming Type 01.

Critics likened Jaguar's rebrand efforts to the Bud Light boycott, which occurred after the beer brand partnered with transgender influencer Dylan Mulvaney. At the time, Jaguar managing director Rawdon Glover defended the rebrand, stating the company wanted to be "bold and disruptive" and was "clearly in the conversation."

Jaguar Land Rover CEO PB Balaji stated that the Type 01 signifies "an exciting new era" for the company. He added that the vehicle combines "British heritage, bold creativity, advanced technology and groundbreaking engineering" to attract a new generation of clients.

The automotive industry is seeing increased competition, particularly from Chinese manufacturers who secured 60% of global electric car sales in 2025, according to the International Energy Agency. European and North American brands each accounted for 15%. Jaguar's parent company, Tata Motors, has also recently announced plans to cut 4,000 jobs globally over the next two years, citing a cyberattack, tariffs, and intense competition as reasons for cost-cutting measures. In 2026, Jaguar halted new model releases until 2026 and is still recovering from a significant cyberattack that reportedly cost the British economy billions.