Jaguar has unveiled a new electric vehicle priced at $130,000, marking a significant shift in its strategy following the backlash it faced two years ago over a controversial rebranding campaign criticized as overly progressive. The automaker’s latest move signals a return to performance-focused branding after the widely panned video, which drew sharp criticism for its perceived political messaging. Industry observers are watching closely to see whether the new electric model will resonate with buyers or if the brand’s reputation remains damaged. The announcement comes as luxury automakers increasingly pivot toward electrification amid rising consumer demand.
Jaguar reveals $130K electric vehicle two years after failed ‘woke’ rebrand video New York Post
