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‘Avengers: Doomsday’ Star Florence Pugh Becomes the Face of Jaguar’s New Era at the Type 01 Premiere in New York

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Few car brands have gone through a reinvention as public, or as divisive, as Jaguar. Nearly 2 years ago, the British marque launched its “Copy Nothing” rebrand with new logos, a flamboyant video and a pause on new car sales in the UK, which turned the company into a punchline for many critics.

Its first look at the future came in December 2024, when Jaguar unveiled the “Miami Pink” Type 00 concept at Miami Art Week. The brand promised that a production grand tourer inspired by the concept would follow, and that car would be called the Type 01.

On Tuesday, October 6, the finished Type 01 made its world premiere at STORIED in New York. At the event, Jaguar also revealed that Florence Pugh will serve as its inaugural brand ambassador for this new era.

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Pugh joined guests and friends of the brand for a night of creativity and artistic expression. For the occasion, she wore a black halter-neck vest top with a deep V-neckline and a row of buttons down the front.

She added layers of sparkling silver necklaces, including a long lariat-style chain, along with stacked bracelets on both wrists. Her blonde hair was pulled into a messy updo with wispy bangs.

A bold red lip and glossy black manicure completed the look. The result had a dramatic, rock-inspired edge that suited the night’s theme. Jaguar says the partnership reflects its commitment to creativity, originality and cultural influence. Pugh’s appointment also links the British brand with one of Britain’s most acclaimed actors.

The timing works well for her. Pugh’s Netflix limited series ‘East of Eden’ just debuted at No. 1 on the streamer’s English TV chart, giving her plenty of momentum heading into the partnership. Jaguar didn’t keep the launch limited to a single venue. The carmaker took over the New York skyline with a digital reveal, while the Type 01 drove through the city before arriving at STORIED.

Large displays also appeared in Times Square, Dumbo and the Lower East Side. Jaguar has called the moment its biggest since the brand name was created in 1935. The company describes the Type 01 as the most technologically advanced and powerful Jaguar ever, as well as its most aerodynamic road car. It is designed, engineered and built in the UK.

The electric grand tourer packs around 1,000bhp and carries a price tag of £130,000. Jaguar says the design keeps visual links to classic models while introducing what it calls “exuberant” proportions.

Managing director Rawdon Glover described the Type 01 as a luxury grand tourer for a new era and the foundation of the brand going forward. He tied it to Jaguar’s history of objects of desire, citing classics like the E-Type and XJS.

The pressure on the car is significant. Jaguar hasn’t had a new model on sale in the UK since late 2024, and the luxury EV market has become more competitive, with demand cooling in the US.

Still, some industry observers believe the bet could pay off. They argue that standing still would have meant a slow decline, and that Jaguar needed a car striking enough to make people stop and look. With a star like Pugh as its new face, Jaguar is clearly hoping to win over a fresh audience. Deliveries are set to begin next year in markets including New Zealand.

What do you think of Florence Pugh becoming the face of Jaguar’s new era?

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