The British luxury vehicle maker has released a commercial featuring a series of models, in brightly-coloured clothing, emerging from a lift into an austere landscape.
They are then seen in various poses as different slogans appear on screen, including “live vivid”, “delete ordinary” and “copy nothing”.
But it has created a series of reactions online from ridicule to confusion, because there is no hint of any cars.
Tesla boss Elon Musk tweeted a response to Jaguar’s advert posted on X by asking: “Do you sell cars?”
It prompted the reply: “Yes. We’d love to show you” followed by an invite to a promotional event. But others on X continued to question the advert and what it represented.
“Umm where are the cars in this ad?” one user posted, while a second wrote: “I thought you guys made cars?”
There was also confusion from another person who asked: “What are you trying to sell me?”
Jaguar teased that: “All will be revealed… Think of this [advert] as a declaration of intent. We’re shifting gears, not our purpose. Stay tuned.”
In a news release to accompany the advert, the carmaker described it as part of a “completely transformed Jaguar brand” and “a new era” which makes “it relevant for a contemporary audience”.
“This is a complete reset,” said managing director Rawdon Glover. “To bring back such a globally renowned brand we had to be fearless.”
In the lead-up to the campaign, Jaguar announced it was discontinuing five models with “close to zero profitability”.
It has developed three new ultra-luxury electric vehicles, one of which is set to be unveiled at Miami’s Art Basel event next month.
