New Type 01 electric car 'make or break' for Jaguar

Covered by New York Post, CNBC and 10 more since

  • United Kingdom
  • New York City
  • United States
  • Bentley
  • China
  • Ferrari
  • Tata Motors
  • Elon Musk
A sleek four-door electric car, partly under a gray cover, sits spotlit on a dark event stage with city lights glowing through tall windows.

What happened

Jaguar unveiled the Type 01, its first new car since a widely criticized 2024 rebrand, at a New York event on October 6, 2026. The all-electric, four-door grand tourer is expected to start at $130,500 in the U.S. and £130,000 in the U.K. Orders open in early 2027, with deliveries expected later that year.

Summary

Jaguar has a car to sell again. The British brand showed off the Type 01, an electric four-door grand tourer, in New York on Tuesday. It is the first model from a reinvention that left Jaguar without new cars for about two years. Jaguar says the car has three motors and about 1,015 horsepower, and goes from 0 to 62 mph in 3.2 seconds. It is rated at up to 400 miles under the U.S. EPA test, or 450 miles on Europe's WLTP test, Wired reports. The car will be built at JLR's Solihull plant starting in 2027. Business Secretary Jonathan Reynolds said production would "support thousands of jobs" in the West Midlands and North West. [1] [2] [3] [5] [8] [9] [10]

The launch follows a rough start. In November 2024, Jaguar posted a 30-second video of models in bright clothes with no car in it, and some critics labeled it "woke" as a result. Elon Musk asked, "Do you sell cars?" Nigel Farage predicted the company would "go bust" over it. Fox Business reports that President Trump called the ad a "TOTAL DISASTER" in August 2025. A pink Type 00 concept car drew more criticism. Managing director Rawdon Glover said back then that Jaguar wanted "to be bold and disruptive" with the campaign. Now, he tells Forbes, the way Jaguar communicates "will need to evolve" because people can actually buy this car. [1] [2] [3] [5] [8]

A lot rides on the Type 01. Parent company JLR, owned by India's Tata Motors, is still recovering from a cyberattack last year that halted production. Last month it announced 4,000 job cuts, blaming the attack, Chinese competition and U.S. tariffs. Speaking to CNN, Stuart Masson of The Car Expert described the car as "last chance saloon stuff" for the brand. Mark Smyth, an automotive journalist, called it "a massive risk" and said it may be too big for most U.K. cities. JLR CEO PB Balaji sees "an exciting new era" ahead for the company. Ferrari and Bentley also launched their first electric cars this year. [1] [2] [5] [7]

Summary written by Vox Populi News from the 12 sources below. See all sources

Key questions

How much does the Jaguar Type 01 cost?

A Jaguar spokesperson told the New York Post that the U.S. starting price is $130,500, and several outlets report £130,000 in the U.K. Yahoo! Finance and Wired say full pricing has not yet been confirmed, and The Verge reports that only one variant has been priced so far. [1] [5] [6] [9] [10]

When can I order or get a Type 01?

Orders are expected to open in early 2027, with the first deliveries expected in the second half of that year. Production begins in 2027 at JLR's Solihull site in the West Midlands. [1] [5] [8] [9]

Why was Jaguar's rebrand controversial?

In November 2024, Jaguar released an ad featuring models in brightly colored clothes and slogans such as "copy nothing" and "delete ordinary" but no cars, along with a redesigned logo. Some critics called the campaign "woke" and others said the brand had abandoned its heritage. [2] [5] [7] [8]

Sources 12

  1. 1New York Post

    Jaguar reveals $130K electric vehicle two years after failed 'woke' rebrand video

    Jaguar is shifting gears -- away from "woke" weirdos and back to classy babes after an attempted rebrand drew widespread derision.

    Taylor Herzlich

    Read on New York Post (opens in a new tab)
  2. 2CNBC

    Luxury carmaker Jaguar unveils $130,500 electric vehicle in major brand reboot

    * Jaguar launched its new all-electric Type 01, two years after its radical rebrand triggered a social media backlash.

    Sam Meredith

    Read on CNBC (opens in a new tab)
  3. 3Forbes

    Jaguar Type 01 Launch: The Looks To Turn Heads But Can It Deliver?

    Jaguar's rebirth and rebranding as an all-electric automaker met with considerable controversy, although that was mostly about the teaser ad campaign, which got caught up in "woke" politics.

    Read on Forbes (opens in a new tab)
  4. 4The Wall Street Journal

    Jaguar Ditches the Pink Branding in Unveil of Its Big, Sleek Type 01 EV

    Jaguar has introduced the Type 01, a showroom-ready electric vehicle expected to start at $130,500 in the U.S.View more Jaguar has introduced the showroom-ready version of the electric vehicle it…

    Katie Deighton

    Read on The Wall Street Journal (opens in a new tab)
  5. 5Yahoo! Finance

    Jaguar unveils new electric car - two years after rebrand backfired

    Jaguar has unveiled its new electric car - two years after the company's controversial rebrand, and 12 months on from a major cyber attack that halted production.

    Read on Yahoo! Finance (opens in a new tab)
  6. 6Bloomberg Business

    Jaguar Unveils £130,000 Electric Car in British Brand's Reboot

    Jaguar presented the first model of its new fully electric lineup, a £130,000 ($172,000) grand tourer aimed at breathing new life into the storied British brand.

    Jamie Nimmo

    Read on Bloomberg Business (opens in a new tab)
  7. 7CNN International

    Jaguar's new electric car is a high-stakes bet on a whole new aesthetic

    British luxury automaker Jaguar has launched its first vehicle since a radical rebrand that caused consternation, and sparked a small-time culture war with some critics calling it "woke." Big and…

    Jack Guy

    Read on CNN International (opens in a new tab)
  8. 8Fox Business

    Jaguar unveils $130K EV after 'woke' rebrand backlash

    Jaguar has unveiled the first production model from its sweeping reinvention, nearly two years after a rebranding campaign drew backlash from critics who called it "woke." The all-electric Jaguar…

    Bradford Betz

    Read on Fox Business (opens in a new tab)
  9. 9The Verge

    Jaguar's first EV looks just like its divisive concept car

    The Type 01, Jaguar's most important and divisive car in years, has arrived. The production follow-up to the polarising Type 00 concept, Jaguar says the electric, four-door grand tourer is its most…

    Dominic Preston

    Read on The Verge (opens in a new tab)
  10. 10Wired

    Jaguar Finally Reveals Its Biggest Gamble: the Type 01

    Following a viral rebrand and two years without selling a new vehicle, the British marque takes the covers off the most divisive electric car yet seen. The day has finally arrived.

    Jeremy White

    Read on Wired (opens in a new tab)
  11. 11Esquire

    The Jaguar Type 01 is Here: Inside the Six-Year Gamble to Reinvent a British Car Icon

    After years of teasers, Jaguar has unveiled the Type 01 in New York. We take a closer look at the striking electric car and the challenge ahead After two years of talk, teaser films, social-media…

    Read on Esquire (opens in a new tab)
  12. 12Ars Technica

    Jaguar makes its controversial all-EV return with the Type 01

    Does it feel like people are perhaps a little grumpier or more on edge these days? It's not like it's without reason. There are wars. The climate is going haywire. Someone just died of plague.

    Jonathan M. Gitlin

    Read on Ars Technica (opens in a new tab)