Jaguar unveils new electric car - two years after rebrand backfired

Jaguar unveiled its Type 01 electric car two years after a controversial rebrand and 12 months after a major cyber attack halted production. The model was revealed in New York on Tuesday and will be built in the UK. Jaguar expects up to 450 miles of range, and says production is due to start in 2027 at JLR’s Solihull plant in the West Midlands, with orders opening early next year. Pricing was not confirmed. The Type 01 follows Jaguar’s November 2024 backlash over a redesigned “JaGUar” logo, changes to its leaper emblem, and slogans like “delete ordinary.” The announcement also comes as JLR deals with competition from cheaper Chinese EVs, rising costs, and the impact of Donald Trump’s tariffs.