Jaguar’s first major new model since its controversial rebrand combines 1,000 horsepower with an ambitious luxury-electric strategy.

Jaguar has unveiled the all-electric Type 01 in New York, marking the luxury automaker’s first major new model since announcing a sweeping transformation of the British brand.

The four-door grand tourer represents a major shift for Jaguar as it moves toward an entirely electric future. Its design combines a long bonnet inspired by the iconic E-Type with a more modern and imposing appearance.

The Type 01 is powered by electric motors producing around 1,000 horsepower. Jaguar says the vehicle can accelerate from 0 to 62 mph in 3.2 seconds and deliver a range of up to 320 miles at sustained highway speeds.

The company has described the model as its most powerful, aerodynamic and technologically advanced Jaguar to date.

That performance comes with a substantial luxury price tag. The Type 01 starts at about £130,000 in the UK, while its starting price in the United States is approximately $130,500.

The launch comes amid continued attention to Jaguar’s controversial rebranding campaign, which began in 2024. The company introduced a new visual identity alongside a colorful advertising campaign before presenting brightly colored electric concepts.

The campaign drew criticism from some sections of the public and media, with opponents accusing Jaguar of moving away from its traditional identity. The pink concept car, in particular, became the subject of widespread ridicule on social media.

Jaguar has since undergone further changes. Former design chief Gerry McGovern has left the company, the agency behind the rebranding campaign is no longer working with the automaker, and Jaguar has appointed a new chief executive.

The Type 01 itself has also divided opinion among car enthusiasts. Some have criticized its unconventional styling, while others have praised Jaguar for taking a bold approach instead of producing another conventional luxury electric vehicle.

The model is expected to be the first of three new electric Jaguars as the company seeks to reposition itself in the premium automotive market.

Jaguar now faces the challenge of converting attention into sales. The company is entering an increasingly competitive luxury electric-vehicle market that includes established European manufacturers and rapidly expanding Chinese brands.

Jaguar has invested billions of dollars in its transformation, making the Type 01 an important test of whether buyers will embrace the brand’s new identity and pay a premium for its electric future.

The vehicle’s performance and technology could attract prospective buyers, but the broader challenge for Jaguar is rebuilding the brand’s strength and appeal as it enters a new era of electric mobility.