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Jaguar has revealed the first production model from its extensive reinvention, almost two years after a rebranding campaign sparked backlash from critics who called it “woke”.
The all-electric Jaguar Type 01, revealed Tuesday in New York, is a four-door luxury grand tourer with a U.S. starting price of $130,500. Orders should open in early 2027, and the first customer deliveries are expected in the second half of the year.
The launch represents a major test of Jaguar’s strategy to move upmarket and attract a smaller, wealthier clientele rather than seeking greater sales volume against its main luxury competitors.
The Jaguar Type 01 four-door all-electric luxury vehicle rolls down West 26th Street after the model was unveiled at its world premiere in New York, October 6, 2026. (Mike Segar/Reuters)
The redesign predates the advertising controversy. Parent company JLR has outlined its strategy for Jaguar in 2021 for the first time, with the brand moving towards an all-electric range.
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Jaguar’s November 2024 “Copy Nothing” campaign featured models wearing brightly colored, futuristic clothing, but didn’t show any cars. Some critics called the campaign “woke”, while others questioned its redesigned logo and its departure from the British luxury brand’s traditional image.
Tesla CEO Elon Musk responded by asking Jaguar about X: “Do you sell cars? President Donald Trump also criticized the ad in August 2025, calling it “seriously WAKED” and a “TOTAL DISASTER.”
Jaguar CEO Rawdon Glover defended the ad, telling Musk: “Yes. We’d love to show it to you.”
Jaguar Chief Executive Officer Rawdon Glover speaks at the world premiere of the Jaguar Type 01 fully electric four-door luxury vehicle in New York, October 6, 2026. (Mike Segar/Reuters)
He then told the Financial Times: “If we play the same way as everyone else, we will simply drown. »
Jaguar continued its campaign with its Type 00 concept, presented in pink and blue, which foreshadowed 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 was seeking younger, wealthier and more technology-oriented buyers.
The Type 01 uses a three-motor powertrain that Jaguar says produces up to 1,015 horsepower and can accelerate from zero to 60 mph in 3.1 seconds.
Jaguar estimates its usable 118 kWh battery pack will provide up to 400 miles of EPA driving range, although that figure remains subject to final certification. The company says drivers can add up to 200 miles of range in just 13 minutes using a 350 kW DC fast charger, depending on battery and charging conditions.
The Jaguar Type 01 fully electric four-door luxury vehicle after its presentation at its world premiere in New York, October 6, 2026. (Mike Segar/Reuters)
Inside, the four-seat cabin features a center stack 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, manufactured and built in the UK, with production expected to begin in 2027 at JLR’s Solihull operations.
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“From its spectacular design to its captivating drive, the Type 01 distills the essence of Jaguar into a car for a new era,” Glover said in a company statement. “Jaguars should be objects of desire and culturally relevant – this is their natural habitat and this is where Jaguar comes back.”
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