AI Image

Jaguar launches new electric car after 'woke' ridicule

BBC • October 7, 2026 • general

Key Points:

Jaguar Land Rover (JLR) has unveiled the all-electric Jaguar Type 01, a powerful four-door grand tourer with about 1000 horsepower and a 320-mile range, signaling a bold new direction for the brand.
The launch follows a controversial 2024 rebranding campaign featuring a "woke" teaser ad and brightly colored concept cars that sparked backlash and accusations of abandoning Jaguar's heritage.
Despite criticism, JLR's reinvention aims to revive Jaguar's appeal after years of declining sales and relevance, with a £15 billion investment plan for new electric models and technologies.
The Type 01 is the first of three new electric Jaguars expected, arriving amid leadership changes and a shift away from the previous marketing approach.
The brand faces a critical challenge in attracting buyers willing to pay around £130,000 for the Type 01, competing against established luxury and emerging electric vehicle brands.

Trending Business