Luxury carmaker Jaguar has unveiled its new all-electric vehicle, nearly two years after its controversial rebrand triggered widespread backlash on social media.
The British automaker, owned by India’s Tata Motors, introduced the Type 01 at an event in New York City on Tuesday, describing it as the “most technically advanced” and “most powerful and aerodynamic” Jaguar ever.
The launch marks a significant shift for the company, which came under criticism in November 2024 after announcing sweeping changes as part of its transition to an all-electric vehicle brand.
Jaguar posted a 30-second video on X at the time, featuring models dressed in brightly coloured outfits alongside marketing slogans including “Live Vivid,” “Delete Ordinary” and “Copy Nothing.”
The advert notably featured neither a car nor Jaguar’s traditional leaping cat logo. It drew criticism from several quarters, including X owner Elon Musk, who asked the automaker: “Do you sell cars?”
Jaguar defended the campaign, telling Sky News at the time that it was intended to be “bold and disruptive.”
The launch comes as Jaguar Land Rover continues to recover from a cyberattack that forced the company to suspend production last year.
It also follows JLR’s announcement last month that it would cut 4,000 jobs as part of a major cost-cutting programme.
