Jaguar Unveils Type 01 EV

Jaguar revealed its $130,000 Type 01 EV, drawing backlash over its design and rebrand.

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Updated 11:48am ET

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What happened

Jaguar unveiled the Type 01, a production electric four-door grand tourer and the first model in its relaunch. The car arrives as Jaguar repositions itself as an all-electric luxury brand after a period with no new cars on sale. Older models had left production, and a planned electric sedan was canceled. The launch follows Jaguar’s controversial 2024 rebrand, whose car-free campaign and new visual identity drew social-media criticism before the Type 00 concept appeared. Jaguar says the Type 01 will attract a new generation of customers and begin an exciting new era. The car is expected to start at about $130,000 in North America. Orders are expected to open in early 2027, with shipments beginning later that year.

How each side covered it

From the left

Left-leaning outlets framed the Type 01 as Jaguar’s decision to keep a polarizing design rather than soften it. The Verge said the concept’s look carried into the finished car, “for better or worse”. Wired cast the reveal as the payoff moment for a risky electric reinvention after a turbulent rebrand.

From the right

Only one right-leaning outlet we track covered this: Daily Mail, under the headline “'It's like a hearse': Jaguar's new £120k EV sparks backlash from fans”.

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