Incredible or catastrophic? Jaguar unveils its polarising electric car
Two years after JLR relaunched Jaguar into a blizzard of controversy, it has launched its new EV.
By BBC News
Jaguar has unveiled its first new electric car since a controversial rebrand, revealing the Type 01 at an event in New York.
The four-door grand tourer is the first of three planned electric models intended to move Jaguar towards becoming an all-electric luxury marque.
The launch comes almost two years after Jaguar introduced a new brand identity and advertising campaign that prompted widespread criticism. The campaign featured brightly dressed people but no cars, while the Type 00 concept shown soon afterwards divided opinion over its design.
The new Type 01 follows that concept into production. Jaguar describes it as a powerful electric grand tourer, with motors producing about 1,000 horsepower and acceleration from 0 to 62mph in 3.2 seconds.
It is expected to offer a range of up to 400 miles. The car will be designed in Britain and manufactured at Jaguar Land Rover’s Solihull plant in the West Midlands.
The vehicle is due to go on sale next year. The reported price is about £130,000, placing it among high-end electric cars from brands including Porsche and Mercedes-AMG.
The launch version shown in New York was not finished in the pink colour associated with the earlier campaign. Jaguar’s listed colour choices include silver, white, black, blue and grey.
The rebrand attracted criticism from prominent figures and commentators, who accused Jaguar of abandoning its heritage. The company has presented the Type 01 as the start of a new phase for the marque.
The Type 01 is expected to be the first of three new electric Jaguar models.