Two years ago, JLR relaunched Jaguar into a blizzard of controversy. Its bizarre teaser ad was described as "woke" and its "Barbie pink" concept car was ridiculed. Now, the first of its new models has appeared in public for the first time.
The all-electric Type 01, unveiled in New York, represents a radical new direction for the classic brand. The car itself is an imposing four-door "Grand Tourer", with a long bonnet that deliberately harks back to Jaguar's emblematic 1960s E-Type. But it marks a gamble for JLR, which has invested billions reinventing Jaguar, despite the risk of collateral damage from the culture wars.
The new model's electric motors are potent, producing about 1000 horsepower and allowing it to accelerate from 0-62mph in 3.2 seconds. JLR says it has a range, at "sustained highway speed", of up to 320 miles. The company describes it as the "most technically advanced, powerful and aerodynamic Jaguar ever engineered".
However, it comes at a hefty price tag, with a minimum cost of £130,000. Under normal circumstances, the launch of a car like this might generate few headlines. But in this case the attention has been much greater, and for good reason.
In 2024 Jaguar unveiled its new identity to the public. The first step was a surreal advert, showing models in a range of bizarre and brightly coloured outfits. There was a new Jaguar logo - but no cars in sight.
Two weeks later, Jaguar's denim-clad design chief Gerry McGovern took to a Miami stage to unveil a pair of radical concept cars, resplendent in Miami Pink and London Blue colour schemes. "Jaguar has no desire to be loved by everybody," he quipped. The event was meant to herald Jaguar's future as a luxury all-electric marque, but it triggered a furious backlash in the press and on social media.
Extract — continue reading at the source.
