Jaguar has officially launched its new electric vehicle (EV), the Type 01, but without the controversial pink color that sparked criticism when its concept was revealed nearly two years ago. The luxury four-door grand tourer aims to elevate the brand’s market positioning with a starting price of £130,000.
The Type 01 is touted as Jaguar’s most powerful road car, capable of accelerating from zero to 62 miles per hour in 3.2 seconds and offering a driving range of up to 400 miles. The vehicle features a long bonnet, minimalist interior design, 23-inch wheels, and a retractable rear wing. Its styling is largely inspired by the low-slung Type 00 concept car introduced in December 2024, which notably removed Jaguar’s iconic growling cat logo—a move that accompanied the unveiling of the now-removed hot-pink "FAB 1" color option that drew comparisons to the fictional Thunderbird car driven by Lady Penelope.
The omission of the pink paint option followed a significant backlash from critics, including public figures such as Nigel Farage and Donald Trump, who accused the brand’s overhaul of being overly “woke.” Jaguar Land Rover (JLR), the company’s parent firm owned by Indian conglomerate Tata, defended the rebranding effort, but parted ways with the designer responsible for these changes late last year. Instead, the new model will be available in a range of colors including “visionary silver,” “dramatic white,” “iconic black,” “compelling blue,” and “refined grey,” with satin finishes in “modernist blue” and “mesmerising copper” also offered.
The Type 01 was designed in Britain and is set to be manufactured at Jaguar’s Solihull plant, with sales expected to begin next year. PB Balaji, JLR’s chief executive, described the launch as the start of a new era for Jaguar, emphasizing the brand’s blend of British heritage, creativity, advanced technology, and engineering. He highlighted that the model aims to attract a new generation of customers to Jaguar’s traditionally loyal customer base and called the brand “a vital part of JLR’s growth story.”
Jonathan Reynolds, the UK Business Secretary, praised the new EV as a key component of JLR’s plans to invest over £15 billion in the UK automotive sector. He noted the model’s significance in supporting thousands of jobs across regions including the West Midlands and North West and linked it to recent investments intended to revitalize British manufacturing.
The pink color controversy began with leaked images last December showing hues labeled as “Miami Pink” and “London Blue.” Jaguar characterized its rebranding at that time as a “powerful celebration of modernism” that harmoniously blends upper and lowercase lettering. However, some Jaguar enthusiasts expressed concern that the changes might alienate the brand’s traditional male customer base, commonly described as the “Jag man.”
Jaguar also faced operational challenges earlier this year when a cyberattack disrupted its factory production lines for over a month. The company reported a significant profit decline, from £2.5 billion in 2024 to £14 million in 2025, though results improved in the first quarter with a reported profit of £458 million, up from losses in the preceding quarter.