United Kingdom

Jaguar Unveils First Electric Car After Divisive Re-Brand

What does the carmaker's new look say about its strategy?

4 hours ago·Updated 1 hour ago

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Above: Jaguar managing director Rawdon Glover speaks at the "Type 01" reveal in New York City on Oct. 6. Image credit: Dimitrios Kambouris/Getty Images

The Facts

Jaguar launched its new "Type 01" model in New York City on Tuesday — the brand's first electric car in its bid to produce an all-electric range.
Jaguar Land Rover
Sky News
The car was unveiled in a more modest silver color after the concept car was launched two years earlier in "London blue" and "Miami pink," two weeks after the firm's divisive re-brand.
BBC News
The Wall Street Journal
However, its design continued to depart from Jaguar's traditional look, with the firm describing it as a "renewed vision of modern luxury, combining dramatic design, craftsmanship and innovation to create an unmistakable presence and emotional connection."
BBC News
The Wall Street Journal
"Type 01 is the first of a new generation of Jaguars," the firm's press release read. "Its name references both Jaguar's legendary lineage and its all‑electric future: 'Type' nods to iconic predecessors, '0' signifies zero tailpipe emissions and '1' marks the first of a new generation."
Jaguar Land Rover
Jaguar said the car has upwards of 1,000 horsepower and accelerates to 62 mph in 3.2 seconds, adding that at "sustained highway speed," it will have a range of up to 320 miles. It will retail in the U.K. at £130,000 ($172,000), while in the U.S., it will sell for $130,500.
Jaguar Land Rover
BBC News
CNBC
The launch came after parent company Jaguar Land Rover, a subsidiary of Tata Motors, announced last month that it was cutting 4,000 jobs over the next two years.
National Stock Exchange of India
BBC News

Sources Split

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CENTER

RIGHT

ESTAB
CRIT

CENTER

PRO
ESTAB

The Spin

Narrative A

With Jaguar's traditional market diminishing year on year, it's clear that the brand has gone all in on its new hyper-modern approach. However, whether this roll of the dice will save the company or whether it will tragically backfire is yet to be seen.

BBC News

Narrative B

What's apparent from Jaguar's new design and marketing materials — reinforced with the launch being hosted in New York City — is that the brand has shifted its focus to rich, younger buyers, predominantly located in the U.S. The car is too long to even fit in U.K. parking spaces.

The Guardian