Elon Musk roasts Jaguar following bizarre relaunch commercial

Tesla CEO Elon Musk didn’t hold back after watching Jaguar’s hallucinogenic relaunch commercial. 

The ad, meant to mark a new chapter for the iconic British automaker, had many viewers wondering if Jaguar was selling cars or auditioning for a spot in a high-fashion runway show. 

Musk’s dry humor shone through when he quipped on X (formerly Twitter), “Do you sell cars?”—a question that summed up the collective confusion.

Jaguar isn’t just looking for a comeback; it’s aiming for a full-on reincarnation. Part of Jaguar Land Rover’s (JLR) ambitious Reimagine strategy, the plan includes ditching the old and embracing an entirely battery-electric vehicle (BEV) lineup. 

Jaguar’s cars are set to move upmarket with Range Rover-like price tags. “There is no JLR without Jaguar,” declared communications director Richard Agnew, firmly tying the brand’s future to its ambitious reboot.

The big reveal, held on Armistice Day at Jaguar’s Gaydon HQ, was described as something out of a sci-fi movie. Attendees were treated to marketing buzzwords galore and an ad that felt more like a surreal dream sequence than a car launch. 

Despite the surreal marketing, Jaguar’s electric dreams are serious. Whether this bold, eyebrow-raising strategy electrifies consumers or leaves them unplugged remains to be seen.