Call me a conspiracy theorist, but I can’t get it out of my head. I suspect this was their move all along and honestly probably one of the best moves Jaguar could pull given their current position. 

Consumers have all but forgotten about Jaguar, and now they've thrown the internet into upheaval. They've gained massive awareness with just the investment of a photoshoot and some light PR, all ahead of an electric car pivot.

As they say, all press is good press.

As far as we can tell, nothing has been produced yet.

I doubt they'll actually execute any of this work, and I suspect they won't. In fact, I think this is just the first act. The second act will likely be an equally bizarre activation at Art Basel, furthering this campaign. It will be a new take on a concept car release, which is a good idea, though I still question their execution strategy.

With all concept cars, we never see anything like them in the market.

If they pull this off, it will be the greatest bait-and-switch awareness campaign this year. They have all eyes on them, free to launch anew into the electric market. But they need to capitalize on the hype quickly, which is challenging when you've ditched your all of your equity.