Jag XE ad ditches the bad guys, goes for wind tunnel and dirt action

Jaguar appears to be in the midst of the grittiest gritty reboot in motoring history. After convincing the world that it was “good to be bad” in 2014, the British car maker has taken to using literal dirt in the new ad for its XE sports saloon.

The 42 second spot features the car gradually unveiling itself in a wind tunnel, with the narrator suggesting that it’s designed for people “who embrace change”.

And you know what? We can totally see it. BMW’s been trying to position its cars as being in line with the sexy entrepreneurial spirit that’s so in vogue right now, but we’re not sure we really buy it.

The people who make massive, disruptive changes to the world like sticking out. That’s hardly something that’s likely to happen in a BMW, which will probably make you look like just another suit-wearing exec.

In a Jag on the other hand…

Of course, there is a danger that the car will make more of a splash than you do.