The Jaguar Type 01 is revealed during the Jaguar Type 01 launch event at Storied NYC on October 6, 2026 in New York.
Noam Galaï | Getty Images Entertainment | Getty Images
Luxury carmaker Jaguar has launched its new fully electric vehicle, two years after the popular British company’s controversial rebranding sparked backlash on social media.
The car manufacturer, which belongs to the Indian group Tata Enginesunveiled the Type 01 model at an event in New York on Tuesday, describing it as the “most technically advanced” and “most powerful and aerodynamic” Jaguar ever designed.
It’s a radical new direction for the company, which came under fire in November 2024 when it revealed a series of changes ahead of becoming a fully electric brand.
Jaguar released a 30-second clip at the time on
Notably, the ad didn’t feature a car or the company’s traditional cat logo. Among those who criticized the advert was Elon Musk, the owner of social media platform X asking: “Do you sell cars?”
Jaguar sought to defend the ad campaign, telling Sky News at the time that the company wanted to “be bold and disruptive”.
Italy’s Ferrari and Britain’s Bentley also launched their first electric vehicle models this year, seeking to test wealthy buyers’ appetite for electrics as luxury carmakers seek to compete with cheaper Chinese car brands.
Jaguar’s Type 01 has a starting price of £130,000 (around $172,000) in the UK and around $130,500 in the US, according to several media reports, which is significantly higher than previous comparable models.
Jaguar later confirmed to CNBC on Wednesday morning that the Type 01 model had a minimum price of $130,000 in North America.
The four-door “Grand Tourer” features an ultra-long hood, a low roofline, frameless doors and a camera in place of a rear window. It has a range of up to 450 miles and can accelerate from 0 to 62 miles per hour in 3.2 seconds.
Rawdon Glover speaks at the Jaguar Type 01 launch event at Storied NYC on October 6, 2026 in New York.
Noam Galaï | Getty Images Entertainment | Getty Images
The model’s launch comes as Jaguar Land Rover continues to recover from a cyberattack that forced the company to halt production last year, and a month after JLR announced it would cut 4,000 jobs as part of a major cost-cutting drive.
JLR CEO PB Balaji described the Type 01 unveiling as the start of an “exciting new era” for Jaguar.
“Combining British heritage, bold creativity, cutting-edge technology and groundbreaking engineering, it reflects our ambition to create objects of desire that will help us invite a new generation of customers into Jaguar’s loyal and passionate customer base,” Balaji said in a statement.
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