I've noticed that there's been a lot of mixed opinions surrounding Jaguar's new ad and as a product designer, I truly enjoy exploring the underlying reasons and motivations behind things. I have my own perspective on this campaign and the ambitious shift to an all-electric fleet. Of course, this is just my personal opinion - call it speculation if you will.

Some believe this new campaign could signal the end of Jaguar, arguing that they've completely overlooked their existing customer base. I disagree with that view. In fact, I believe the intention behind this campaign is to save Jaguar. Let me explain why.

As automakers shift to electric vehicles, they encounter several challenges. The primary one is the rising cost of production, which results in narrower profit margins. Additionally, they face immense competition from Chinese EV manufacturers, who produce affordable and technologically superior cars.

Affordability: in Japan a few weeks ago, executives and auto parts engineers tore down a few Chinese EVs (BYD, Nio) to understand the secret behind their success. They concluded that EVs kept the cost low by adding parts through vertical integration of their production as well as using the same parts for different car models which allows for more simplicity in supply chain and efficiency in factory operations (among other things).

Quality: Ford CEO Has Been Driving a Xiaomi EV for 6 Months and 'Doesn't Want to Give It Up' - Xiaomi's SU7 looks like a Porsche, starts at just $30,000. Yep...

And these are just 2 random examples..there are many other, but all this has put significant pressure on markets like Europe and Asia, where established brands are now facing tougher competition.

But there's one crucial insight that is often overlooked: for most luxury car brands in Europe, China represented a significant portion of their sales... anywhere from 30% to as much as 50%. With Chinese automakers now producing cars that are not only more affordable but better in terms of technology and performance, many European luxury brands have lost a substantial share of the Chinese market.

Let's look at Jaguar sales and market share in China in the past couple of years.

Jaguar is not alone - Volkswagen has stressed "the urgent need" for steeper cost cuts after they reported a 64% drop in quarterly net profit from a slump in China sales (again in favor of Chinese EVs I imagine). Audi Group, has reported a 91% drop in earnings on the back of Chinese sales collapsing. BMW - the iconic German car maker is the latest car manufacturer to be hit by falling sales, including in China, where sales were down by almost 30%. The list can go on...

So, when you consider the larger picture, Jaguar's rebranding and focus on an all-electric future may not be about abandoning their legacy, but about adapting to a rapidly changing automotive landscape, trying to stay relevant and save the brand.

I watched a short video the other day about what to do if you find yourself face to face with a bear. Most of the options were doomed to fail - things like running, climbing a tree, or trying to fight back. The best chance for survival? Playing dead.

This is what I think Jaguar's rebranding is all about. It's not the proactive and self-distructive approach everyone is talking about on social media, it's reactive to a highly competitive and challenging environment - the sheer scale of production, innovation, and affordability coming from China presents an overwhelming challenge for any automaker, even one as iconic as Jaguar.