Jaguar Reveals Type 01: 1,015 HP Says the Rebrand Was Never a Joke

Jaguar just unveiled the Type 01 production car this week, a 1,015-horsepower all-electric grand tourer starting at $130,000 ... and everything critics said about the company's 2024 rebrand is about to be tested against an actual product.

"Do you sell cars?" Elon Musk posted on X in November 2024. That was the prevailing reaction to a brand relaunch that featured fashion models, no vehicles, and a tagline no one asked for.

What the Type 01 actually is

The production car descends from the Type 00 concept shown at Miami Art Basel in December 2024. Per Electric Cars Report, the Type 01 runs three electric motors producing 1,015 bhp and roughly 1,007 lb-ft of torque, hitting 0 to 60 mph in 3.1 seconds. It targets 400 miles of EPA range on an 850-volt architecture, with rapid charging delivering 200 miles in about 13 minutes.

The UK starting price is £130,000. In the US, Carscoops reported the figure at approximately $130,000, nearly triple the £55,000 average Jaguar sold for in 2024. Orders open early 2027, with UK production beginning that year.

What "Copy Nothing" was actually about

In November 2024, Jaguar dropped the leaping cat logo that had defined the brand since the 1950s and released a rebrand video so aggressively fashion-forward it generated a 1,300 percent surge in online searches, almost entirely from people mocking it. Nigel Farage predicted the company would "go bust." Musk's one-line question became the viral headline.

Managing director Rawdon Glover did not apologize. He condemned what he called "vile hatred and intolerance" in the reactions and confirmed what the rebrand was actually for: Jaguar needed to reach a completely different price point, and that required speaking to a completely different customer.

"Copy Nothing" was not an aesthetic choice. It was a business problem announced in public. You cannot run a brand that sells £35,000 cars to the same customers who will spend £130,000 on an electric GT. The marketing chose. It chose the second group, loudly.

The number worth looking at twice

One year into the rebrand, Jaguar sales appeared down 97 percent. That figure was widely reported as evidence the strategy had failed. It was also what Jaguar had planned: the company wound down legacy model production before the rebrand and was deliberately not replacing it until the Type 01 arrived. There were no new cars to buy. A 97 percent sales drop with zero new inventory is not a verdict on the brand.

The relevant question was never whether Jaguar sold anything in 2025. It was whether the rebrand generated awareness and desire among buyers who had never considered the brand before, which is a question a transition-year sales figure cannot answer.

Who is supposed to buy this

The Type 01 is positioned against the Porsche Taycan and Bentley Continental GT. Jaguar has been explicit: only 10 to 15 percent of existing customers are expected to transition. The rest need to be recruited from buyers who previously associated the brand with conservative British saloons.

The rebrand was the recruiting campaign. It was aggressive, art-world adjacent, and designed to be shared by people who thought it looked ridiculous alongside people who found it genuinely interesting. Both groups are now aware Jaguar exists and has done something unexpected.

Whether the car itself converts that attention into $130,000 purchase decisions is the only test that matters now. Musk's question has an answer. Whether that answer moves order forms starting in 2027 is the one neither the mockery nor the rebrand can settle.

Sources & further reading

• Electric Cars Report: Jaguar Type 01 Unveiled, 1,015-HP Electric GT Targets 400 Miles of Range (Oct 6, 2026)
• NBC News: Jaguar reveals Type 00 concept car, first under controversial new brand identity (Dec 3, 2024)
• Yahoo Finance: Triumph or disaster? The Jaguar rebrand one year on (Dec 4, 2025)
• Carscoops: Jaguar Electric GT Delayed, Starts At $130,000 (Oct 28, 2025)