Jaguar moves forward with Type 01 launch despite brand backlash

Jaguar is moving forward with its brand relaunch despite significant social media backlash and cultural criticism following its 2024 marketing campaign. Managing Director Rawdon Glover stated that the company is not concerned with winning over critics, noting that those vocalizing opposition are not the brand’s intended target audience.

The upcoming Jaguar Type 01, described as a luxury four-door GT sedan, is scheduled to go on sale in early 2027 with a starting price of $130,500. Recent reveals of the production model show a large vehicle featuring a low roofline, massive 23-inch wheels, and a design characterized by intense proportions and gold accents. While the initial concept sparked controversy regarding the brand's direction and identity, the new sedan design has received attention for its striking, modern-yet-retro aesthetic.