Jaguar Unveils New Electric Car After "Woke" Criticism

Jaguar has unveiled its new all-electric Type 01, two years after its brand relaunch sparked controversy and accusations of going "woke." Parent company JLR has invested billions in reinventing Jaguar, and the launch of this new model comes amidst mixed reactions to its design and the brand's all-electric strategy.

Highlights

• Jaguar has revealed its first all-electric model, the Type 01, following a controversial rebranding effort.
• The four-door "Grand Tourer" starts at £130,000 in the UK, targeting the luxury segment.
• The vehicle boasts approximately 1000 horsepower, accelerates from 0-62mph in 3.2 seconds, and offers a range of up to 320 miles.
• The unveiling has generated mixed reactions on social media and among automotive experts regarding its design.
• JLR continues its strategy to reposition Jaguar as a luxury electric brand with this significant launch.

Details

The Type 01 is designed as an imposing four-door "Grand Tourer" with a long bonnet that intentionally references Jaguar's iconic 1960s E-Type. The company describes it as the "most technically advanced, powerful and aerodynamic Jaguar ever engineered." However, the brand's strategy and the car's design have faced criticism, with some accusing the firm of being "woke." This backlash intensified during the 2024 brand identity launch, which showcased models in bizarre outfits and a new logo, but no cars.

JLR committed to investing £15 billion in new models and technologies as part of a broad strategy outlined in early 2023. Historically, Jaguar supplied E-Types to stars like Brigitte Bardot and Steve McQueen but had struggled in recent years, falling behind competitors such as Audi and BMW. Therefore, this reinvention of the brand is considered a significant gamble.

Why it matters

This launch is a critical moment for Jaguar's future in the luxury electric vehicle market. The question remains whether the company can regain its former glory with this ambitious electric model after a contentious brand refresh. As it competes with rivals like Porsche, Mercedes-AMG, and rapidly growing Chinese brands, the success of the Type 01 will be crucial for Jaguar's survival. While the car's quality might silence some critics, whether the overall brand perception is strong enough remains to be seen.