Tata’s Jaguar bets £130,000 on an electric comeback

Two years ago, Jaguar Land Rover (JLR) relaunched its iconic brand amid a storm of criticism. The company's initial teaser advertisement was labeled as "woke" and a subsequent concept car with a "Barbie pink" hue faced ridicule. Now, the first new model from this fresh direction has made its public debut. Unveiled in New York, the all-electric Type 01 represents a significant shift for the classic brand.

This imposing four-door Grand Tourer pays homage to Jaguar's legendary 1960s E-Type with its elongated bonnet, but it also marks a bold gamble by JLR, who have invested billions into reinventing Jaguar despite the risk of backlash from cultural controversies. The electric motors of the new model are powerful, propelling the car from 0-62mph in just 3.2 seconds, and it boasts an impressive range of up to 320 miles on sustained highway speed.

Described by JLR as the "most technically advanced, powerful, and aerodynamic Jaguar ever engineered," the Type 01 comes with a steep price tag, starting at £130,000. While a launch of a car of this nature would generally remain under the radar, this particular unveiling has garnered much more attention, primarily due to the company's recent shift toward a luxurious all-electric brand.

In 2024, JLR unveiled its new identity to the public, beginning with a surreal advertisement featuring models in various bizarre and brightly colored outfits. Two weeks later, Jaguar's design chief Gerry McGovern unveiled two radical concept cars at a Miami stage, dressed in Miami Pink and London Blue. Despite the controversy, JLR did not anticipate such a fierce backlash in the press and on social media, with critics accusing the company of abandoning its heritage in favor of "woke" politics.

The reception surprised JLR, who were part of a broader strategy set out in early 2023 to invest £15 billion in new models and technologies. At the time, Jaguar was struggling, having lost its appeal among the luxury market, which preferred brands like Audi and BMW. The "woke" controversy, while briefly uncomfortable for JLR, helped keep the Jaguar name in the public eye during a period of declining sales.

Automotive journalist Steve Fowler believes this is the final attempt for JLR to revive the brand, while Ginny Buckley from the electric car website Electrifying.com thinks the car could silence its critics, but warns that getting people to buy it will be the next challenge.