From 'woke' ridicule to real car - new electric Jaguar unveiled
Jaguar has unveiled its new all-electric Type 01 Grand Tourer, marking a significant shift for the luxury brand. The launch follows a controversial rebranding effort that faced public backlash for its unconventional marketing approach.
Why it matters
This represents a high-stakes pivot for a legacy automotive brand attempting to modernize its image and compete in the premium electric vehicle market.
Image source, JLR By Theo Leggett International Business Correspondent Published 44 minutes ago 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.
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