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Jaguar unveils all-electric Type 01 Grand Tourer following controversy over its rebranding
Overview
JLR has unveiled its new all-electric Type 01 Grand Tourer in New York, marking a radical new direction for the Jaguar brand following a controversial 2024 rebranding campaign that faced criticism. The imposing four-door vehicle produces around 1,000 horsepower, offers a range of up to 320 miles at sustained highway speeds, and carries a starting price of £130,000. Industry experts view the launch as a high-stakes attempt to revive the struggling luxury marque in a competitive market.
Key points
- JLR has unveiled the all-electric Type 01 Grand Tourer in New York, representing the first model of Jaguar's reinvention.
- The car features a long bonnet inspired by the 1960s E-Type and produces approximately 1,000 horsepower.
- It accelerates from 0-62mph in 3.2 seconds and provides a range of up to 320 miles at sustained highway speeds.
- The new model carries a minimum starting price of £130,000.
- The launch follows a controversial 2024 rebranding effort that sparked intense media and social media debate regarding a shift in the brand's image.
- Analysts describe the luxury electric pivot as a critical final attempt to secure profitability for the Jaguar brand.