Jaguar unveils $130,500 electric vehicle two years after controversial rebrand

The Jaguar Type 01 is revealed during the Jaguar Type 01 Launch Event at Storied NYC on October 06, 2026 in New York City.Noam Galai | Getty Images Entertainment | Getty ImagesLuxury carmaker Jaguar has launched its new all-electric vehicle, two years after the famed British company's controversial rebrand prompted a social media backlash.The automotive manufacturer, which is owned by India's Tata Motors, unveiled the Type 01 model on Tuesday at an event in New York City, describing it as the "most technically advanced" and "most powerful and aerodynamic" Jaguar ever.It marks a radical new direction for the company, which was criticized in November 2024 when it revealed a series of changes ahead of becoming a fully electric brand.Jaguar posted a 30-second clip on X at the time which featured several models in brightly colored clothing and marketing slogans such as "live vivid", "delete ordinary" and "copy nothing." Notably, the ad did not feature a car or the company's traditional cat logo. Among those to criticize the ad was Elon Musk, with the owner of the X social media platform asking: "Do you sell cars?" Jaguar sought to defend the ad campaign, telling Sky News at the time tha...