Jaguar Launches Electric Car After 'Woke' Ridicule - BBC News
BBC Homepage
Skip to content Accessibility Help
In This Article:
- Climate
- World
- UK
- Business
- Tech
- Science
- Entertainment & Arts
- Health
- In Pictures
BBC Verify
Newsbeat
Business
New Tech Economy
Technology of Business
Artificial Intelligence
Africa Business
Paths to Success
From 'Woke' Ridicule to Real Car - New Electric Jaguar Unveiled
Image source: JLR
By Theo Leggett International Business Correspondent
Published 43 minutes ago
Two years ago, JLR (Jaguar Land Rover) relaunched Jaguar into a storm of controversy. Its bizarre teaser ad was described as "woke" and its "Barbie pink" concept car was ridiculed. Now, the first of its new models has been revealed to the public for the first time—the all-electric Type 01.
Unveiled in New York, this four-door "Grand Tourer" pays homage to Jaguar's iconic 1960s E-Type with a long bonnet. However, it represents a significant shift and a gamble for JLR, which has invested billions into reinventing the brand, risking collateral damage from the culture wars.
The electric motors deliver approximately 1000 horsepower, enabling zero to sixty mph acceleration in just 3.2 seconds. JLR claims a "sustained highway speed" range of up to 320 miles. The company describes it as "the most technically advanced, powerful, and aerodynamic Jaguar ever engineered."
However, this luxury comes at a steep price—a minimum cost of £130,000.
Under normal circumstances, such a car launch might pass unnoticed. Yet, given the context, the attention has been intense.
'Woke' Furore:
In 2024, Jaguar unveiled its new identity with a surreal ad campaign featuring models in brightly colored outfits and a new logo without any cars. Two weeks later, design chief Gerry McGovern presented radical concept cars in "Miami Pink" and "London Blue". The event was intended to showcase Jaguar's future as an electric luxury brand but sparked a furious backlash.
Critics accused JLR of prioritizing "woke" trends over its heritage. Even the chosen colors were derided as "Barbie pink." The reception surprised JLR, which had planned a wide-ranging strategy to invest £15bn in new models and technologies.
At the time, Jaguar was struggling. Its once-iconic badge had lost its luster, and it faced stiff competition from Audi and BMW.
"Jaguar's core demographic... gave up on the brand years ago, so they effectively had nothing to lose," explains Matthias Schmidt of Schmidt Automotive Research.
JLR wound down production of old Jaguar models in 2024 and 2025. The "woke" controversy, though uncomfortable for leadership, kept the Jaguar name in public view during a critical time when sales were low.