Jaguar unveiled its first all-electric car, starting at $130,000, two years after a divisive rebrand hero imageJaguar unveiled the Type 01, its first all-electric production car, at an event in New York on Tuesday, setting a starting price of $130,000 in North America for the four-door grand tourer.Powering the Type 01 is a new electric platform boasting over 1,000 horsepower, an estimated 400-mile range, and an 850-volt battery system capable of adding 200 miles of charge in 13 minutes via 350kW charging. The car can accelerate from zero to 60 miles per hour in approximately 3.1 seconds, according to ABC News. Inside, a 24-inch OLED display sits ahead of the driver while an aluminum central spine divides the left and right passenger areas.The launch comes roughly two years after a November 2024 ad campaign drew widespread criticism. Jaguar posted a short video on X that showed models wearing vivid outfits alongside slogans such as "delete ordinary" and "copy nothing," with no car appearing in the footage. Elon Musk, who owns X, responded by asking, "Do you sell cars?" according to CNBC. Then-presidential candidate Donald Trump also criticized the campaign, according to ABC News.The rebrand accompanied a strategic overhaul. Jaguar stopped producing new cars at the end of 2024 as it prepared to relaunch with the Type 01. The brand's annual sales had fallen from roughly 39,886 vehicles in 2017 to just 8,348 in 2023, according to ABC News.Jaguar is owned by India's Tata Motors. JLR CEO PB Balaji said the Type 01 reflects the company's "ambition to create objects of desire" for a new generation of customers, in a statement.Actor Florence Pugh was announced as Jaguar's brand ambassador at the New York event. The Type 01 was driven to the venue by António Félix da Costa of the Jaguar TCS Racing team, the company said.Jaguar said orders open in early 2027, with first customer deliveries expected in the second half of the year. The car is designed, engineered, and built in the U.K..The Type 01 arrives as an electric sedan in a segment facing twin headwinds: a broader cooling of EV demand and a long-running migration of buyers away from sedans and toward SUVs, according to ABC News. Its price point puts Jaguar in direct competition with brands such as Porsche and Mercedes-Benz's AMG division.