Jaguar’s Now a Startup With a Famous Name


Jaguar’s inherited fame gives its reinvention a huge audience, but customers will decide if its EV deserves a future. The internet rallied to defend the old Jaguar with an enthusiasm its showrooms sure coulda used. Annual sales had continuously fallen by roughly two-thirds between 2018 and 2023, before the infamous rebrand. Keeping everybody happy with the OLD Jaguar would have been plain stupid. And now the Type 01 has arrived: an electric grand tourer starting at £130,000, with orders...