Jaguar has unveiled the Type 01, an all-electric four-door Grand Tourer with 1000 horsepower and a claimed range of 320 miles at sustained highway speed. The car accelerates from 0-62 mph in 3.2 seconds and starts at £130,000 in the UK and $130,500 in the US.
The unveiling in New York marks a major moment for the luxury brand after a turbulent two-year reinvention that began with a controversial rebrand in 2024. That effort included a surreal advert with no cars and colourful concept vehicles in "Miami Pink" and "London Blue" that critics derided as "Barbie pink" and "woke". The backlash caught the company off guard but kept Jaguar in public conversation as the brand struggled in a crowded market.
The Type 01 itself has split opinion. Car journalist Steve Fowler said it "looks incredible" and makes him "proud to be British". Alistair Weaver of Edmunds said Jaguar deserved credit for its distinctive design. Others disagreed sharply. Craig Kinnersley, a luxury car consultant, called it an "unmitigated catastrophe" resembling a hearse. A Facebook user compared it to a "Cybertruck and a Bentley Continental having an illegitimate child".
The design draws on Jaguar's 1960s E-Type heritage with a long bonnet and imposing proportions. The company describes it as "the most technically advanced, powerful and aerodynamic Jaguar ever engineered".
Jaguar shuttered its older model line in 2024 and 2025. The Type 01 is the first of three planned electric models. Matthias Schmidt of Schmidt Automotive Research noted that Jaguar's traditional customer base had already abandoned the brand for competitors like Audi and BMW, so the company had "nothing to lose" with its radical pivot.
The real test now centres on sales. Potential buyers can choose from Porsche, Mercedes-AMG and fast-growing Chinese brands like Denza at similar price points. Steve Fowler said "the car is good enough to do it", but added that "whether the Jaguar brand is good enough remains to be seen". Alistair Weaver warned that Jaguar faces an uphill battle in the US, where electric vehicle popularity is declining.
Since the 2024 Miami event, design chief Gerry McGovern has left the company, JLR has parted ways with its rebranding agency, and a new chief executive has taken over. Schmidt described the Type 01 as "a last throw of the dice" for a brand that has struggled to generate profits.