Jaguar unveils $130,500 electric vehicle two years after controversial rebrand

Luxury carmaker Jaguar has launched its new all-electric vehicle, two years after the famed British company's controversial rebrand prompted a social media backlash.

The automotive manufacturer, which is owned by India's Tata Motors, unveiled the Type 01 model on Tuesday at an event in New York City, describing it as the "most technically advanced" and "most powerful and aerodynamic" Jaguar ever.

It marks a radical new direction for the company, which was criticized in November 2024 when it revealed a series of changes ahead of becoming a fully electric brand.

Jaguar posted a 30-second clip on X at the time which featured several models in brightly colored clothing and marketing slogans such as "live vivid", "delete ordinary" and "copy nothing."

Notably, the ad did not feature a car or the company's traditional cat logo. Among those to criticize the ad was Elon Musk, with the owner of the X social media platform 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 have also launched their first EV models this year, seeking to test wealthy buyer's appetite for going electric as luxury carmakers seek to compete with cheaper Chinese car brands.

Jaguar's Type 01 has a starting price of £130,000 (roughly $172,000) in the U.K. and around $130,500 in the U.S., according to multiple media reports, which is significantly higher than previous comparable models.

The four-door "Grand Tourer" has an ultra-long bonnet, low roofline, frameless doors and a camera instead of a rear window. It has a range of up to 450 miles and can accelerate from 0-62 miles per hour in 3.2 seconds.

The launch of the model comes as Jaguar Land Rover continues its recovery from a cyberattack that forced the company to halt production last year, and one month after JLR announced it would cut 4,000 jobs as part of a major cost-cutting drive.