Jaguar Land Rover (JLR) unveiled its all-electric Type 01 in New York, marking the brand's first new model in its shift towards electric vehicles. The launch event featured celebrities, including actor Florence Pugh. The Type 01 is a four-door Grand Tourer with a design reminiscent of Jaguar's 1960s E-Type and boasts approximately 1000 horsepower, enabling acceleration from 0-62 mph in 3.2 seconds. It has a range of up to 320 miles at sustained highway speeds and is priced starting at £130,000 ($172,426) in the UK and $130,500 in the US.
The car's design has sparked mixed reactions, with some critics describing it as unappealing, while others praised its uniqueness. JLR's strategy to reinvent Jaguar as a luxury electric brand has faced scrutiny since its controversial rebranding campaign in 2024. Critics have expressed concerns that the brand is straying from its heritage.
Despite the backlash, some industry experts believe the Type 01's distinctive design could attract buyers in a competitive market. JLR has committed to investing £15 billion in new models and technologies as part of its long-term strategy. The Type 01 is expected to be the first of three new electric designs from Jaguar. The future of the brand remains uncertain as it seeks to regain its status in the luxury vehicle market.