Jaguar Introduces $130,500 Electric Type 01, Reviving Brand After Rebranding Controversy

Jaguar has introduced the production version of the all‑electric Type 01, its first fully electric model, nearly two years after the brand’s rebranding sparked criticism.

The Type 01 is a four‑door luxury grand tourer with a U.S. starting price of $130,500. Sales are expected to commence in early 2027, with customer deliveries slated for the latter half of 2027.

This launch serves as a pivotal test of Jaguar’s strategy to reposition itself toward higher‑end customers rather than chase volume against mainstream luxury marques.

The Jaguar Type 01 all‑electric four‑door luxury vehicle drives on West 26th street after the model was unveiled at its world premiere event in New York City, on Oct. 6, 2026.(Mike Segar/Reuters)

The rebranding initiative was launched in 2021, when Jaguar announced a transition to an entirely electric lineup.

In November 2024, Jaguar unveiled its “Copy Nothing” campaign, featuring models in vibrant, futuristic attire without showcasing any vehicles. The effort drew criticism, with some labeling it “woke,” while others questioned the new logo and the departure from the brand’s classic image.

Elon Musk responded on X, asking, “Do you sell cars?”

Former President Donald Trump criticized the advertisement in August 2025, calling it “seriously WOKE” and a “TOTAL DISASTER.”

Jaguar Managing Director Rawdon Glover replied to Musk, “Yes. We’d love to show you.”

Rawdon Glover, managing director of Jaguar, speaks during the world premiere event for the Jaguar Type 01 all‑electric four‑door luxury vehicle in New York City, on Oct. 6, 2026.(Mike Segar/Reuters)

He told the Financial Times, “If we play in the same way that everybody else does, we’ll just get drowned out.”

Jaguar followed its campaign with the Type 00 concept, presented in pink and blue, which previewed the company’s new design language.

Glover told the Guardian this week that the backlash “wasn’t always easy,” while emphasizing the need to attract new customers. He said Jaguar is seeking younger, wealthier and more technology‑focused buyers.

The Type 01 uses a tri‑motor powertrain that produces up to 1,015 horsepower and can accelerate from zero to 60 mph in 3.1 seconds.

Jaguar estimates that its 118‑kWh usable battery will deliver up to 400 miles of EPA range, though the figure remains subject to final certification. Drivers can add up to 200 miles of range in as little as 13 minutes using a 350‑kW DC fast charger, depending on battery and charging conditions.

The Jaguar Type 01 all‑electric four‑door luxury vehicle after it was unveiled at its world premiere event in New York City, on Oct. 6, 2026.(Mike Segar/Reuters)

Inside, the four‑seat cabin features a central spine running the length of the vehicle, a 24‑inch OLED driver display and a separate seven‑inch touchscreen for commonly used controls.

The car is designed, engineered and built in the U.K., with production scheduled to begin in 2027 at JLR’s Solihull operations.

“From its dramatic design to its captivating drive, Type 01 distils the essence of Jaguar into a car for a new era,” Glover said in a company release. “Jaguars should be objects of desire and culturally relevant – that’s their natural habitat and where Jaguar is returning.”

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