Jaguar has unveiled its new all-electric luxury vehicle, the Type 01, nearly two years after a controversial rebranding campaign triggered widespread criticism online. The launch signals a major step in the British automaker’s transition toward becoming an entirely electric brand.

Owned by India’s Tata Motors, Jaguar introduced the four-door model at an event in New York City on October 6, 2026. The company describes the Type 01 as its most technically advanced, powerful, and aerodynamic vehicle to date.

The new model represents a significant departure from Jaguar’s previous direction, following a rebrand announced in November 2024 that sparked debate over the company’s marketing strategy and future identity.

A Rebrand That Divided Social Media

Jaguar faced a wave of criticism in November 2024 after releasing a 30-second promotional video featuring models in brightly colored outfits alongside slogans such as “Live Vivid,” “Delete Ordinary,” and “Copy Nothing.”

The advertisement notably featured neither a vehicle nor the automaker’s traditional leaping-cat emblem, prompting questions about the campaign’s connection to the company’s automotive heritage.

Among the critics was Elon Musk, owner of the social media platform X, who responded to the campaign with a pointed question: “Do you sell cars?”

Jaguar defended its approach at the time, explaining that the company wanted to be bold and disruptive as it prepared to reposition itself as an all-electric luxury marque.

With the Type 01 now unveiled, the company is putting its new identity into practice through a vehicle designed to compete at the highest end of the electric luxury market.

Type 01 Combines Performance With a New Design Direction

The Type 01 features a distinctive design, including an exceptionally long bonnet, a low roofline, frameless doors, and a camera system in place of a conventional rear window.

Jaguar’s latest electric Grand Tourer also promises substantial performance. The company says the vehicle can travel up to 450 miles on a charge and accelerate from zero to 62 mph in just 3.2 seconds.

Pricing places the model firmly in the premium segment. According to media reports, the Type 01 starts at approximately £130,000 in the United Kingdom, equivalent to around $172,000, while its U.S. starting price is about $130,500. Jaguar subsequently confirmed to CNBC that the vehicle would carry a minimum price of $130,000 in North America.

The pricing reflects Jaguar’s ambition to establish a more exclusive position as it transitions away from its previous lineup.

Luxury Automakers Accelerate Their Electric Push

Jaguar’s unveiling comes as established luxury manufacturers explore how far affluent customers are willing to embrace electric vehicles.

Ferrari and Bentley have also introduced their first electric models in 2026, joining an increasingly competitive market in which traditional premium brands must balance performance, heritage, and exclusivity against the growing presence of more affordable Chinese electric vehicles.

For Jaguar, the Type 01 is particularly significant because it forms part of a broader effort to redefine the brand rather than simply add an electric option to its existing range.

Whether the strategy succeeds will depend in part on whether customers embrace the new design language, premium pricing, and fully electric positioning.

Launch Comes Amid Wider Challenges for Jaguar Land Rover

The new vehicle arrives during a challenging period for Jaguar Land Rover (JLR), which is still recovering from a cyberattack that disrupted operations and forced production to stop in 2025.

In September 2026, the company also announced plans to eliminate 4,000 jobs as part of a wider cost-reduction programme.

Despite these pressures, JLR chief executive PB Balaji described the Type 01 unveiling as the beginning of an “exciting new era” for Jaguar.

“Combining British heritage, bold creativity, advanced technology and groundbreaking engineering, it reflects our ambition to create objects of desire that will help us invite a new generation of clients into Jaguar’s loyal and passionate customer base,” Balaji said in a statement.

The Type 01 therefore represents more than a new addition to Jaguar’s lineup. It is a central part of the company’s attempt to reshape its identity, attract a new generation of luxury-car buyers, and establish its place in the increasingly competitive electric vehicle market.