Jaguar is to unveil its 1,000-horsepower Type 01 EV in New York on Tuesday after sales crashed 97.5 per cent following woke rebrand

From the Newshound archive · first published 4 October 2026.

Jaguar managing director Rawdon Glover has promised the £130,000 Type 01 will 'scare you on the motorway' when it comes up behind drivers. The car features 23-inch wheels, 1,000 horsepower and 360 new patents. Glover called Tuesday's New York unveiling 'one of the most significant moments in Jaguar's 90-plus year history' and took a swipe at critics including Nigel Farage, Donald Trump and Elon Musk. The launch comes after a reported 97.5 per cent collapse in sales following the company's widely derided 2024 rebrand, which Jaguar has insisted had 'nothing to do' with the slump.

The 2024 rebrand stripped out Jaguar's iconic 'growler' logo, replacing it with a campaign depicting models in vivid, multicoloured clothing set against an alien backdrop.

Glover conceded the marketing had attracted 'more headlines than the other' things the company has done, but said 'the tone of our marketing has evolved.'

The Type 01 was first announced in May and is priced at £130,000, targeting the ultra-luxury end of the EV market.