Jaguar's Rebirth Arrives After a Cancelled Sedan and an Empty Lineup
The Type 01 is the first model to arrive from Jaguar's rebirth, and its arrival has an awkward backstory. An all-electric sedan was supposed to be next in the lineup; a year from the showroom, Ars Technica reports, it was abruptly cancelled, leaving the automaker with nothing to sell as old models like the F-Pace ceased production.
So the first car of the rebirth does not follow a predecessor so much as fill a hole the company dug for itself. "Rebirth" is generous branding for a lineup that went dark first and got a new flagship second.
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Jaguar boss Rawdon Glover framed the plan as an elevated ownership experience, with a starting price around double the brand's previous $60,000 entry point.
Doubling the ask is easier when there is something on the lot. A brand that cancels its next car and then raises prices is betting buyers will wait around out of loyalty — which is a hypothesis, not a strategy.