Jaguar Type 01Jaguar doesn't need everyone to like it's new direction, top boss Rawdon Glover told us.Jaguar's 2024 brand relaunch attracted deep criticism, but it insists that the critics aren't the brand's target buyers.The brand says a sizable number of potential customers were unperturbed by the ads and instead were even more interested in the relaunch.The Type 01 goes on sale in early 2027, starting at $130,500.In November 2024, our social media feeds were inundated with young, multicultural models in wacky outfits, strutting silently yet confidently through a high-contrast background that wouldn't look out of place in a Wes Anderson film. Jaguar had killed off most of its lineup weeks prior and was teasing a bold fresh start.Unfortunately for Jaguar, the backlash got ugly fast. Funny memes and pointed (but on-topic) criticism of the overhauled logo and lack of an actual car quickly gave way to a culture war. The bizarre ad was no longer just cringe; to some commentators, it was proof that another storied brand had gone "woke."Critics latched onto the presence of models who read as queer or gender non-conforming. Onlookers compared the relaunch to the Bud Light and Dylan Mulvaney controversy. Some claiming to be longtime Jaguar fans vowed to never support the brand again. President Trump even chimed in, bashing the ad campaign as "stupid" and "woke." The frenzy got so out of hand that critics began piling onto a Jaguar executive associated with the effort.When Jaguar revealed a pink concept car a couple of weeks later, some applauded the edgy design—but the hate didn't exactly disappear.Jaguar Type 00 ConceptNearly two years later, looking at the production Type 01 at Jaguar's office in Gaydon, England, I wanted to know: Did any of it really matter? Not really, Rawdon Glover, Jaguar's managing director, told me in an interview. Jaguar doesn't seem particularly concerned with winning over its many haters. They clearly aren't this car's target audience, Glover said."How many people liked that post?" he said, referring to Jaguar's original Copy Nothing ad campaign. "How many people actually commented on the post? Of those comments, how many were negative?""The people who are posting negative things, do we think they're actually going to be our potential future clients moving forward? And, I think probably not," he added. "Obviously, it would be lovely to think that everybody would like it, and everyone would fall in love with it instantly, and nobody would have a negative thing to say, but that's not the real world."At the media event I attended, the overarching theme was just how much Jaguar's new brand and new car are not for everyone. It's a large electric sedan that will be in the six-figure range. It inherently is not meant to be a huge volume seller, which Jaguar acknowledged several times during our meetings. This new direction is a departure from the previous strategy, which was to go after BMW and Mercedes with mainstream luxury models. Now, it's aiming for ultra-luxe brands, like Bentley.Jaguar's new ideal client is someone younger—someone who wants a car that's impractical but design-forward like the Type 01. For its upmarket overhaul to work out, Jaguar doesn't need the Type 01 to generate mass appeal, it needs a small number of buyers who are crazy about the thing.The company says it has data to back this strategy up, too. While developing the Type 01, design clinics revealed that although more people than is typical for Jaguar disliked the vehicle, more than usual loved it. "We had more 9s and 10s than we've ever had since. And that's when we realized that we were on the right track," Glover said.Jaguar Type 01Since Jaguar unveiled the Type 01 concept car in November 2024, 50,000 people signed up online to say they were interested in what the brand is doing. Of course, checking a few boxes on a website isn't the same as putting down a deposit or actually buying a six-figure Jaguar EV. But the makeup of those hand-raisers is notable. According to Jaguar, 78% were new to the brand. If Jaguar aims to reel in a new customer base, it may already be on its way.If the hate was really just all talk, then now comes the real test: cold, hard sales. If Jaguar is right, then the launch of the Type 01, which is bound to be controversial, won't be dragged down by the inevitable memes and knee-jerk reactions. We won't have to wait too long to find out if Jaguar's new direction is the right one. The Type 01 goes on sale in 2027 starting at $130,500.Jaguar Type 01 Interior Revealed: No Rear Window, No Rear-View Mirror, And 'Hidden' TechType 00 Prototype Sighting Shows Jaguar Wasn't Kidding About That DesignJaguar's Secret Weapon For Selling Its Controversial New EVs: PodcastsJaguar Has Your Attention. Now The Type 00 Aims To Hit Reset