Jaguar Ditches the Pink Branding in Unveil of Its Big, Sleek Type 01 EV -- WSJ

By Katie Deighton Jaguar has introduced the showroom-ready version of the electric vehicle it hopes will usher in a new, ultraluxury era for the British carmaker, leaving aside some of the provocative notes it sounded nearly two years ago when it announced its new strategy. In contrast with the two-door concept car Jaguar debuted in pink and bright blue at Miami Art Week in 2024, the four-door Type 01 model arrived on Tuesday in silver, with an "orchid white" interior. And where the original avant-garde teaser video depicted expressionless models striding around a fuchsia landscape, the EV's first ad features a handsome driver, atmospheric smoke, cars traveling at high speeds and a color scheme heavy on red and black. The quirky 2024 film was "a conceptual world for a conceptual car that was really just trying to herald the new design language and the new direction that Jaguar was going in," said Rawdon Glover, Jaguar's managing director. "This is a production car that's in the real world that real people want to buy, and putting it in a context that felt more grounded felt very important." The Type 01, which is expected to start at $130,500 in the U.S., is nonetheless still a