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Jaguar unveils $130K EV after rebrand backlash
Original: Jaguar unveils $130K EV after 'woke' rebrand backlash
Jaguar has unveiled a new electric vehicle priced at around $130,000, its first major model reveal since the brand's much-criticised rebrand. The redesign campaign drew accusations of being 'woke' after Jaguar released futuristic marketing material that showed no cars and little reference to its heritage. The new EV is being framed as the company's answer to critics and a test of whether the luxury repositioning can win buyers.
Why now: The car reveal reopens debate over Jaguar's controversial rebrand and its high-stakes shift to luxury electric vehicles.
Evidence
- Jaguar unveils $130K EV after 'woke' rebrand backlash · Fox Business
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