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Jaguars have traditionally been stylish muscle cars. Just a few years ago, the entire Jaguar product line had big V-8 engines. That was why people bought them. For 20 years I drove Jaguars; actually just two cars, one for 11 years and one for nine. They were great vehicles, and I enjoyed driving them.

Jaguar began going off the rails when it announced that it would transition to an all-electric lineup. At the time, several years ago, that no doubt seemed like signing on to the next big thing. Since then, the EV bubble has burst, and Jaguar has deferred the supposed transition.

That was a fundamental betrayal of the brand’s customers. But this is worse: a woke ad that never mentions cars. Maybe because Jaguar is no longer sure what sort of cars it wants to produce:

The ad is so stupid that there is really no point in deconstructing it. It seeks to align the company with a woke culture that is on its death bed. It tells the consumer nothing about the vehicles Jaguar makes, or why anyone would want to buy them. It gratuitously insults pretty much the company’s entire existing customer base, which consists largely of people like me. How anyone could have thought that the people likely to buy Jaguars are excited by gender confusion is inexplicable.

RIP.