Jaguar Finally Reveals Its Biggest Gamble: the Type 01
Jaguar has officially unveiled the Type 01, a luxury four-door GT that serves as the production version of its controversial Type 00 prototype. The vehicle features high-performance electric specs and a distinct design intended to redefine the brand's future.
Why it matters
The launch is a critical test for Jaguar's brand identity and its transition into the high-end electric vehicle market after a period of significant corporate restructuring.
Since this chaotic but undoubtedly viral launch, major departures have followed, including Jaguar Land Rover’s (JLR) chief creative officer Gerry McGovern, the notable car designer who signed off on Jaguar’s divisive all-electric design and the no-car ad campaign.
Jaguar’s managing director, Rawdon Glover, is a brave man. Through this shitstorm, and a frighteningly long period of selling no new cars whatsoever, he’s remained unflappable; utterly confident that, when people see the final car—the finished version of the luxury four-door GT that is “like no other”—everything will make sense. That moment is here. The company finally revealed the Jaguar Type 01 at an event in New York City on Tuesday—the finished version of the Type 00. (Jaguar Land Rover paid a portion of WIRED's travel expenses so we could attend the launch.)
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