Jaguar's controversial rebirth as an all-electric carmaker shifted into gear today as it finally revealed what it claims to be 'one of the most eagerly awaited cars in recent history'.
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it → shift → history
The rebrand for the 90-year-old British manufacturer saw it stop selling all petrol and diesel cars for 12 months and spark a backlash with an unconventional advertising campaign derided as 'woke' by critics including Donald Trump.
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Bosses say the Type 01, which is expected to cost from around £120,000, will 'reposition' Jaguar in the market to secure its future by selling fewer cars but in a higher price bracket.
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which → say → bracket
The car, which will cost around twice as much on average as its previous combustion-engined models, was unveiled publicly for the first time in a glitzy 'takeover' of New York.
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It boasts 23in wheels, more than 1,000 horsepower and a real-world range of 400 miles.
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The monumental, 5.2m-long four-door grand tourer, which hits 62mph from a standing start in just 3.2 seconds, will 'never arrive unnoticed,' Jaguar says.
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The British brand has unveiled its new Type 01 four-door GT car that will arrive with customers from next year
The launch comes almost two years after Jaguar announced its dramatic rebrand with an advertising campaign featuring distinctive fashion models, bold slogans such as 'Copy Nothing', 'Delete Ordinary', 'Break Moulds' and 'Live Vivid', but no cars.
It also confirmed it would retire its iconic 'growler' badge of a Jaguar baring its teeth in favour of a more contemporary visual identity.
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it → unveil → identity
A fortnight later, Jaguar stoked the embers of uproar it had generated days before with the reveal of the Type 00 - an electric concept signalling the direction of its future zero-emission cars but painted in a shade of Barbie satin pink.
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it → stoke → pink
The move prompted unprecedented criticism from existing customers, the wider public and high-profile figures including Elon Musk and Reform UK leader Nigel Farage.
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US President Donald Trump dubbed the whole rebrand 'seriously woke' and a 'total disaster' that had left Jaguar in 'absolute turmoil'.
But as the covers eventually came off in New York, managing director Rawdon Glover told the Daily Mail he was confident the Type 01 was 'going to appeal to a target audience' of younger urban buyers who 'want to make a strong statement about themselves'.
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who → dub → themselves
But he acknowledged that the car's expansive proportions and polarising design will not be to everyone's taste.
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proportions → acknowledge → taste
He said: 'I am worldly enough to know that for some people it's perhaps too bold.
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The striking electric saloon is expected to start from £120,000 with higher spec models exceeding £150,000
Bosses say its aim is to 'reposition' Jaguar in the market in a bid to secure the future of the 90-year-old British manufacturer by selling fewer cars at a higher price point
The company previously stated it expects 85 per cent of customers buying its next generation of EVs to be new to the brand as the carmaker veers in an entirely different direction in terms of powertrain, styling and price.
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carmaker → expect → powertrain
But its managing director says some 50,000 people have already expressed an interest in being 'kept informed' about Type 01's availability, with 78 per cent non-Jaguar owners, suggesting a slightly higher retention rate than originally predicted.
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people → say → rate
We realised we needed to make some really big decisions about where we went next with the brand,' Glover said.
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'Our client base was shrinking and ageing.
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And if you look at the commercial performance of the Jaguar brand, all those things pointed us in one direction.
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'We had to do something much bolder and take a very big step forward.
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The Type 01 is the most aerodynamic Jaguar ever and is just 1.4m high, with battery-cooling vanes at the front and a spoiler at the rear.
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It is also the structurally stiffest and most powerful road car the company has produced.
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The monumental 5.2m-long four-door grand tourer will 'never arrive unnoticed,' Jaguar says
A tri-motor setup, with two electric motors at the rear and one at the front, produces 1,015 horsepower and 1,035 Newton metres of torque, with drive sent to all four wheels.
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drive → arrive → wheels
Even more impressive than its 0-60mph time is its acceleration from 62-112mph, which takes just four seconds – the result of Jaguar's focus on reviving a tradition of delivering cars with 'power in reserve'.
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which → take → reserve
At its heart is a 118kWh battery that delivers up to 450 miles of range under the official WLTP test cycle used to ratify all new models entering showrooms.
But Jaguar says its own tests show the Type 01 will cover 400 miles in real-world conditions and as much as 320 miles when driven continuously at motorway speeds.
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Type → deliver → speeds
Its 850-volt charging set-up also gives it the ability to add 200 miles of range in just 13 minutes.
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Customers will be able to place orders for one from today, with first deliveries expected around the middle of next year.
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Glover says it will not be the best-selling model in Jaguar's forthcoming line-up, but it will be the most striking.
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It will be built in Solihull, and although annual production output has not been disclosed, the volume will be a fraction of the petrol Jaguars produced in recent years.
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At just 1.4m high, built on a bespoke platform and using a tri-motor setup, the Type 01 is the most aerodynamic, stiffest and most powerful Jaguar road car ever
Jaguar Type 01: Design
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The Daily Mail and This is Money were granted early access to the new Type 01 a few weeks before last night's New York reveal.
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In fact, it was the third time we'd seen the car without it being decked out in camouflage.
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And, without question, it will be the sheer scale and polarising design of the electric four-door saloon that generates the most conversation and controversy.
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Jaguar says the EV demanded 'exuberant proportions' to create a sense of 'drama from every angle'.
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This is amplified by the Type 01's monolithic body, which features expansive panels with few shut lines to create a reductive, sculpturesque appearance.
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which → amplify → appearance
The slab-fronted grille, narrow headlights, elongated bonnet and visor-like frameless windows (the doors are frameless too) accentuate its vast size.
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The absence of a rear window only serves to further exaggerate its epic dimensions.
Yet it also looks planted on the road.
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This is largely thanks to its colossal 23in wheels, fitted as standard, which account for more than half of the Type 01's total height and give the impression of the car being hunkered down to the ground.
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The face of the car features four incredibly narrow lights.
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The design team at Jaguar says this is to make it distinctive when you seen it coming up behind you on the motorway at night
Measuring in at 17ft in length – much of that being its enormous, flat bonnet – it's as big as a long-wheel-base Range Rover
The leaper logo's strikethrough design is carried across elements of the car, including the top of the bonnet and running seamlessly into the cockpit at the top of the dashboard
I can tell you there is some subtlety to the design that you'll only begin to appreciate when you see the Jag in the metal.
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There's a curvature to the doors that photographs of the satin-silver car almost disguise, while the 'Impossible Panel' – the three-metre-long section of bodywork that meets at numerous angles to create an arrowhead-like indentation in the rear quarter panel – is nothing short of a work of art.
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The redesigned Leaper logo's strikethrough element is also carried across various sections of the car, not just the bronze-effect aluminium signatures behind the front wheel arches.
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…and 33 more, not listed.
The Aporia
