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Ferrari Unaware of Woke Jaguar Commercial – HotAir

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May 27, 2026
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Ferrari Unaware of Woke Jaguar Commercial – HotAir

I have often wondered in this day and age what cars cause the younger kids to drool and writhe in jealousy. It’s so easy to rattle off a couple of the ones many of us grew up with, exotic and mostly unattainable as they were, but featured in so many of the films from the 60s on through, I guess, the 90s.





Dream cars.

Aston Martin, of course. With that guy who always looks so good in a tux.

The brand still has that sexy growl and the stratospheric price tag, so drool is all I’ve got.

The 911

Enzo Ferrari and his testosterone on wheels.

A 1972 black Ferrari 365 GTS/4 Daytona Spider is the star of one of the most pivotal scenes ever filmed for television.

I mean, you could feel it in the air.

Then there was Jaguar.

Finicky, beautiful, something to lust after.

The vintage Jags had all that British mystique about them. Your head could practically hear a disdainful British accent asking if you needed something if you got too close to the car, implying by the very question you should move away from the car.

They had that much attitude.

Until they didn’t.

Famously, in June of last year, someone at the company (now owned by Tata Motors of India), in the midst of one of those periodic business downturns, felt a real shake-up was in order.

No longer were the dripping power and sex appeal commercials with, oh, say, David Beckham at the wheel going to suffice. They went for edgy and happening with their bold new advertising firm.

Did they ever get it when they got this.

Part of what had spurred Jaguar into such a radical and ultimately calamitous shift was a slide in electric vehicle (EV) sales across the board that had begun the year before.

Especially traumatic among European brands, where, unlike their American competitors, the car companies there are hamstrung by European Union climate mandates for sales of EVs. If they do not sell the allotted number of vehicles, the fines per company within an industry already facing challenging economic conditions and fierce, much cheaper Chinese competition can be in the billions of euros.





The Jaguar collapse should have been a brutal marketing lesson for panicked executives.

Why Jaguar’s Collapse Is Quietly Reshaping The Luxury Market

Jaguar is one of those rare automotive names that still carries an almost cinematic sense of occasion, helped along by a storied past and a reputation built on style, speed, and a distinctly different flavor of luxury. Yet despite fielding a handsome and dynamically polished lineup for several years, Jaguar never managed to register sales anywhere close to rivals like Audi, BMW, and Mercedes-Benz, in part due to a habit of launching genuinely innovative and memorable cars, only to leave them largely untouched until they aged out and their momentum faded.

…After its 2018 sales peak, Jaguar’s fortunes began to slip, and once the pandemic arrived, the decline turned into a freefall, in large part due to the brand’s slowness to cater to the growing SUV crowd. The compact Jaguar F-Pace was by far the biggest seller, but the brand never followed up with a midsize SUV which is one of the strongest in key markets like the US and China. That was in part due to fear of cannibalization of models from sister brand Land Rover, whose sales dwarf those of Jaguar.

Jaguar’s global sales collapsed to the low 60,000-unit range by 2022, representing a drop of roughly 67% from the brand’s high-water mark. Results for 2023 were roughly the same as the previous year, and while Jaguar hasn’t published an annual figure for 2024 and 2025, its sales for the year ending March 31, 2025, were just 48,445 units, which was down 27.5% year-on-year. For a company that once positioned itself as a genuine alternative to Germany’s luxury heavyweights, the numbers painted an increasingly bleak picture.

…In the midst of that downturn, former Jaguar Land Rover CEO Thierry Bolloré unveiled a radical transformation plan in early 2021. Jaguar would abandon its entire lineup, including an electric XJ sedan that was close to starting production, and reinvent itself around three ultra-luxury EVs – heralded by a – to put it mildly – polarizing marketing campaign that appears to have since been abandoned. The first of the EVs is a dramatic grand tourer previewed by 2024’s Type 00 concept and confirmed this week to enter production as the Type 01. Jaguar has hinted at a starting price of around $130,000 in the US.





EV sales are still tanking, but the EU-mandated pressure to manufacture and sell them remains in a hugely competitive, constrained market, particularly for luxury EVs.

Speaking of which, Ferrari is not immune to the EU EV virus.

Nor, apparently, the progressive woke one.

Because what the company of the legendary Testarossa…

…and the sublimely seductive La Ferrari 70th Anniversary Edition…

…has designed and released as the company’s EV offering? Has the ghost of Enzo Ferrari weeping in the bowels of his crypt in Modena.

It has also driven the man who literally saved Ferrari from ruin to nearly apoplectic tears.

“If I were to say what I really think, it would be unpleasant, so l prefer not to comment. I just hope someone removes the Prancing Horse from that car. We risk destroying a legend, which saddens me greatly. At least this is a car the Chinese won’t copy.”

The innerwebs are already at work on granting Mr. di Montezemolo’s wish.

This is the ugliest egg thing ever sold for $640K. Designed by a guy who used to work for Apple.





Figures.

What’s worse is that Mr. di Montezemolo was the one who pioneered the Ferrari policy of ‘making them scarce.’ 

…The numbers from the run that followed still look unreal on paper. Between 1999 and 2004, Ferrari won six straight team championships, and Schumacher won five driver titles in a row. The team took more than two-thirds of every race held in that period. Schumacher retired with 91 career wins, 72 of them in a red Ferrari, still second only to Lewis Hamilton on the all-time list.

The road car business ran on one rule: keep them scarce. Production stayed near 7,000 cars a year even as demand kept climbing. Some buyers waited 15 years to get one. Ferrari built specific models designed to become legends, the Enzo, the 599 GTB, the LaFerrari hybrid hypercar. Across his 23 years in charge, the company’s revenue grew about tenfold and sales more than tripled.

In 2014, the new Fiat boss Sergio Marchionne wanted to sell more cars. Montezemolo wanted to keep them rare. Marchionne won the argument, and Montezemolo was pushed out in October. A year later, Ferrari went public on the New York Stock Exchange at $52 a share. Today the stock trades near $350, and the company is worth close to $60 billion, an outcome that arguably proves both men right.





And this abomination will be the price Ferrari collectors will be forced to pay if they want to keep their treasured spots on the limited-release access list. They must buy a Luce in order to purchase those coveted special Ferrari editions.

The ones now characterized as an ‘Apple car with a pony sticker slapped on it.’

Elon Musk must be dancing a gleeful jig.

Stellantis is feeling smug, and saying ‘Buy AMERICAN!’

Ferrari stock took a nosedive.

And it seems like the whole world is crackin’ on the once famous pony.





Competitors and fellow Italian rivals are taking their shots, because there is no danger.

They are all taking part in the merciless mocking of the over-half-a-million-dollar egg Ferrari that looks like it just laid.

All in the service of the climate cult and the Brussels Brahmins’ insistence on collective assimilation and obedience.

Knowing it was a former Apple designer who now has his own firm and, no doubt, had an unlimited budget during the years he was developing this less-than-impressive pedestrian effort for a legendary name makes one wonder if he did know about the Jaguar imbroglio. And probably thought those trend setters were the victims of Luddite consumers, too entrenched in sclerotic design to appreciate the ‘freshness’ the ad agency was trying to convey.

You know – once again, we of the knuckle-dragging classes ruined someone’s progressive flights of fantasy.

Am I ever glad, as I so often am, that voters on November 5th very likely saved us from our own mandated version of a similar fate for, say, the Corvette.

A quiet world filled with nothing but bland little, egg-shaped EVs silently shushing about the roadways, not a throaty roar to be heard.

That, my friends, would be a tragedy.

 







Editor’s Note: The Democrat Party has never been less popular as voters reject its globalist agenda.

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