Part 3/10:
The commercial's failure was swift and brutal. Instead of boosting sales or brand appeal, it became a meme overnight. Many critics pointed out that the campaign appeared to hide the car entirely, emphasizing social messaging over automotive excellence. This led to a surge of negative feedback from loyal customers and industry observers alike.
Adding fuel to the fire was the broader strategy that involved returning to electric vehicles while trying to position Jaguar as an ultra-luxury brand that would appeal exclusively to the wealthy. The company was reportedly aiming to sell fewer cars at significantly higher prices—around $130,000 each—hoping to dominate the ultra-luxury electric segment and compete with Bentley, Rolls-Royce, or Lamborghini. However, sales figures tell a different story.