Jaguar’s £120,000 electric car launch divides opinion over bulky design
Jaguar has unveiled its £120,000 Type 01 electric car at an event in New York, with actress Florence Pugh appearing as the brand’s new ambassador. The launch has divided opinion, renewing criticism of the company’s rebrand as it seeks to reposition itself for younger, wealthier buyers and secure the future of the 90-year-old manufacturer.
Critics have called the car too bulky and likened its appearance to a hearse; its 5.2-metre length may also make it difficult to park in an average British space, and it has no rear window. Jaguar says the four-seat, four-wheel-drive model will have a 118kWh battery and an expected range of up to 400 miles, with a claimed 0-62mph time of 3.2 seconds. Production is due to begin in 2027 at Solihull, with a starting price of about £120,000 and higher-spec versions expected to exceed £150,000.
- Jaguar’s £120,000 Type 01 has drawn sharply divided reactions.
- The electric car is 5.2 metres long and has no rear window.
- Production is planned for 2027 at the Solihull plant.
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Jaguar is a 90-year-old British luxury car manufacturer that has decided to completely overhaul its image to appeal to younger, wealthier buyers and secure the company's future. The centrepiece of this rebrand is the Type 01, a new premium electric car priced at around £120,000, which was unveiled at an event in New York with actress Florence Pugh appearing as the brand's new ambassador.
The Type 01 is a four-seat, four-wheel-drive model designed to deliver high performance, with Jaguar claiming it can accelerate from 0-62mph in 3.2 seconds and travel up to 400 miles on a single charge using its 118kWh battery. The car will be manufactured at Jaguar's Solihull plant from 2027, with starting prices around £120,000 and higher-spec versions expected to cost over £150,000.
The launch has prompted divided reactions, particularly regarding the car's distinctive and unconventional design. Critics have described its bulky appearance as resembling a hearse, whilst its 5.2-metre length raises concerns about parking in typical British spaces and the lack of a rear window has also drawn comment. These design features reflect the broader debate about the company's wider rebrand strategy.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Luxury vehicles operate in a fundamentally different market segment where standard practicality concerns matter considerably less; the Type 01's bold, unconventional design appeals precisely to wealthy buyers seeking something strikingly contemporary and distinctive. The specifications are genuinely impressive for an electric vehicle, with a 400-mile range and 3.2-second acceleration justifying the premium positioning, and Jaguar's rebranding represents a necessary evolution to survive in the EV era. Younger affluent consumers increasingly value forward-looking design that makes a statement, and the car's striking aesthetic positions it as a contemporary luxury statement piece rather than a conventional family vehicle.
The case against
A £120,000 luxury vehicle should excel in both aesthetics and engineering, yet the Type 01's practical compromises—particularly the absent rear window limiting visibility and a 5.2-metre length making British parking genuinely difficult—suggest form has triumphed over sound design principles. The widespread comparison to a hearse is telling; at this price point, distinctive design should enhance rather than undermine visual appeal, and these functional drawbacks appear to represent poor engineering choices rather than deliberate premium positioning. A rebranding strategy sacrificing usability for shock value risks alienating existing customers whilst failing to convince discerning buyers that these questionable compromises represent genuine automotive advancement.
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Originally published by Daily Mail as “‘It looks like a hearse’: Jaguar’s new ‘woke’ £120,000 electric car sparks backlash from fans”.