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Jaguar's Woke EV Stuns Purists
8 Oct
Summary
- Jaguar launched its first electric grand tourer, the Type 01.
- The new design ditches traditional curves for brutalist minimalism.
- Priced from £130,000, it targets the elite luxury market.
Jaguar has launched the Type 01, its first vehicle following a significant rebrand that has polarized opinions. The fully electric four-door grand tourer represents a radical departure from the automaker's traditionally curvaceous design, embracing a minimalist and aerodynamic aesthetic. This shift has drawn criticism, with some labeling the brand "woke" and suggesting it abandons its century-old heritage.
The Type 01, available from early 2027, starts at £130,000, firmly placing Jaguar in the high-luxury market. Industry commentators view both the new model and the rebrand as a substantial risk for the company, which has historically relied heavily on its heritage.
Experts note the Type 01's sheer size, measuring 5.2 meters long and two meters wide, suggests the US as its primary target market, as it may be impractical for many UK cities. The design has been described as "brutalist minimalism" by critics, a stark contrast to Jaguar's iconic past.
This bold gamble by Jaguar aims to reinvent the brand from the ground up. The success of the Type 01 and its premium pricing will be crucial for the company's future survival, marking a "last chance saloon" moment for the storied automaker.
