Jaguar launches £130,000 Type 01 electric car amid polarised reactions

Jaguar unveiled its Type 01 all-electric Grand Tourer in New York on 7 October 2026, marking a significant moment in the brand's two-year rebrand strategy. The vehicle features a bold design with an ultra-long bonnet and low roof that references the iconic 1960s E-Type, paired with potent electric motors producing over 1,000 horsepower and acceleration from 0–62 mph in 3.2 seconds. Priced from £130,000 in the UK ($130,500–$172,426 in the US), the Type 01 is explicitly targeted at younger, wealthy buyers—particularly in North America—rather than Jaguar's traditional customer demographic.

The launch has generated sharply divided reactions. Some automotive journalists praised the design as bold and distinctive, with car journalist Steve Fowler describing it as "incredible" and expressing pride in the vehicle. However, critics have been harsh, with some comparing its appearance to a combination of a Tesla Cybertruck and Bentley Continental, or describing it as resembling a hearse. A luxury car consultant called it an "unmitigated catastrophe," while industry analyst Alistair Weaver acknowledged the polarising nature of the design but noted that a conventionally styled Jaguar would have had "no hope" in the market.

The Type 01 represents a gamble for JLR, which has invested billions in reinventing Jaguar as a luxury all-electric marque following its 2024 rebrand. That rebrand—featuring a surreal advertisement with brightly dressed models and concept cars in "Miami pink"—triggered significant backlash online, with critics claiming the company was abandoning its heritage in favour of what they characterised as "woke" positioning. Jaguar managing director Rawdon Glover has defended the strategy, stating that the brand's previous customer base of middle-aged men had abandoned it in favour of competitors like Audi and BMW, and that targeting a new, design-conscious audience was essential.

Practical considerations have also emerged. The Type 01's dimensions—more than 5 metres long and 2 metres wide—make it too large for standard UK parking spaces, reflecting its primary design for American roads and buyers. The vehicle features a rear-facing camera instead of a traditional rear window and offers a range of up to 320–400 miles on a single charge, depending on driving conditions.

The launch occurs at a critical juncture for JLR, which faces falling sales due to competition from cheaper Chinese rivals and is recovering from a major cyber-attack in 2025 that cost the UK economy an estimated £1.9 billion. The company has announced 4,000 job cuts aimed at saving £1.7 billion over two years. Type 01 deliveries are scheduled to begin in the second half of 2027. JLR has indicated that China—currently its most important luxury car market—will not receive the Type 01 for "a couple of years," as the company focuses on North America.