So...How About that new Jaguar EV?

­I didn’t think any vehicle could possibly be more divisive than Jaguar’s infamous new ad campaign, but here we are.

In late November, Britain’s marquee luxury automaker embarked on a rebranding operation that can generously be described as…contentious.

Their new commercial was definitely something, though the actual particulars were an enigma. Set against an advant-garde explosion of colors, gaudy clothing, and cryptic messages that left consumers baffled and confused.

Phrases like "create exuberant," "live vivid," and "delete ordinary" flashed across the screen, while the brand thesis seemed to be “copy nothing.”

But with everything it did show, one thing missing from Jaguar’s new ad was…cars, and critics were quick to jump on it, with Elon Musk quipping, "Do you sell cars?"

A top comment on Jaguar’s Instagram page compared the ad to TV’s “Teletubbies,” while others likened it to a political statement.

For their part, Jaguar defined their new creative philosophy as "exuberant modernism…imaginative, bold, and artistic at every touchpoint."

And after pics of their headlining new EV leaked, the division was split even further.

The concept designs appear to combine art deco sensibilities with new tech (like the lack of a rear windscreen) and Jaguar’s distinctive look, though many users felt the designs were either gaudy or anti-climactic given the bonkers ad campaign.

Details were still sparse on the EV, itself, but according to early reports, it’s said to feature 575 bhp, with a range of more than 430 miles and a pricetag north of £100,000 ($127,000).

Whatever it is, and going by the price, the EV definitely isn’t for everyone, and its loudest critics may or may not be the target audience. So in the end, the controversial ad and divisive concept art could accomplish little more than brand awareness.