British luxury automaker Jaguar has officially introduced its first all-electric vehicle, the Type 01, at an event in New York City on Tuesday. The launch comes two years after the company’s radical rebranding effort sparked significant social media backlash.
Priced at approximately $130,500 in the United States and £130,000 in the UK, the Type 01 represents a premium entry into the electric market for the Tata Motors-owned manufacturer. Jaguar describes the four-door “Grand Tourer” as the most technically advanced, powerful, and aerodynamic vehicle in the brand’s history.
The reveal follows a controversial period for Jaguar, which faced intense criticism in November 2024 when it unveiled a rebrand campaign devoid of cars or its traditional cat logo. A promotional clip featuring slogans such as “live vivid” and “delete ordinary” drew public skepticism, with Tesla CEO Elon Musk questioning whether the company still sold automobiles.
The Type 01 features an ultra-long bonnet, low roofline, frameless doors, and a camera system replacing the rear window. The vehicle boasts a range of up to 450 miles and accelerates from 0 to 62 mph in just 3.2 seconds.
This launch aligns Jaguar with other luxury competitors like Ferrari and Bentley, which have also entered the EV space this year to gauge wealthy consumer demand. The move comes as Jaguar Land Rover continues to recover from a devastating cyberattack that halted production last year and follows a recent announcement of 4,000 job cuts aimed at reducing costs.
Four thousand job cuts just as they launch their first EV feels like a weird combination. Priorities seem off to me.
Nice of them to finally show a car after that confusing rebrand. The cat logo is gone, but the style feels more Jaguar than before.
Is $130k really competitive against the Mercedes EQS or Porsche Taycan? I wonder if buyers will actually take the leap.
Finally, a proper Jaguar. That design looks stunning, and 450 miles is impressive for this segment.