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Jaguar unveils $130K EV after 'woke' rebrand backlash
Fox Business • • business
Key Points:
- Jaguar has unveiled the all-electric Type 01, its first production model from a major brand reinvention, with a U.S. starting price of $130,500 and deliveries expected in the second half of 2027.
- The Type 01 is a luxury grand tourer featuring a tri-motor powertrain producing up to 1,015 horsepower, a 118-kWh battery with an estimated 400-mile range, and fast charging capability adding 200 miles in about 13 minutes.
- Jaguar’s strategy focuses on moving upmarket to attract younger, wealthier, and more tech-savvy buyers, shifting away from volume sales to compete in the luxury electric vehicle segment.
- The launch follows a controversial 2024 "Copy Nothing" campaign that drew criticism for its unconventional approach and rebranding efforts, which Jaguar defended as necessary to stand out and appeal to new customers.
- The Type 01 is designed, engineered, and will be built in the U.K., with production set to begin at Jaguar Land Rover’s Solihull plant in 2027.
