The Comeback
Remember when Jaguar went viral for all the wrong reasons? Two years ago, their attempt at a rebrand—featuring "Barbie pink" concept cars and a confusing, car-less ad campaign—was roasted as "woke" by critics. It was a total L, and the internet didn't let them forget it. But after two years of silence and some major internal shakeups—including the departure of design chief Gerry McGovern and the marketing agency responsible for the flop—Jaguar is finally showing us the product.
The Specs
Meet the Type 01: a four-door "Grand Tourer" that is officially here to do the talking. Performance-wise, it’s not playing. We’re talking 1000 horsepower and a 0-62mph sprint in just 3.2 seconds. It’s got a range of 320 miles at highway speeds, which is giving high-end competition vibes.
Why the Price Point is a Major Flex
JLR (Jaguar Land Rover) has bet billions on this pivot. With a starting price of £130,000 (roughly $165,000), they aren't aiming for the middle-market execs who defected to BMW or Audi years ago. They’re swinging for the fences in the ultra-luxury segment, competing directly against Porsche and Mercedes-AMG.
Why it matters
Real talk: Jaguar was basically irrelevant before the "woke" controversy made them relevant again. Automotive expert Matthias Schmidt noted that the backlash kept the brand in the public eye while it was dying in a crowded market. Now, the "controversy" is over, and the company has a new CEO and a fresh strategy. The product looks solid, but the real test is whether the brand name still holds enough clout to convince wealthy buyers to drop supercar money on a reborn Jaguar. It’s a classic high-risk, high-reward move.
