(Spoiler warning: Don't read this if you don't want to know what happened on "Mad Men" Sunday)
Jaguar executives took to Jalopnik to post a lengthy response to its portrayal on "Mad Men" this season — including a scene in which Lane Pryce tries to gas himself in one of their cars, but can't because of starter trouble.
"We have never been so happy to see our car not start," wrote David Pryor and Stuar Schorr. They are Jaguar North America's vice presidents of marketing and communications, respectively.
They wrote on the auto site about their mixed feelings toward a season that has included countless shots of beautiful cars — but also one fictional Jaguar employee demanding sex in exchange for his business, another cheating on his wife at a bordello, and, finally, Lane's failed suicide attempt. (He eventually succeeded in the Sterling Cooper Draper Pryce offices.)
They liked the images of their cars, but not of the executives. Pryor and Schorr stressed that they were fictional.
The season has also included lots of jokes about Jaguars having engine trouble. Happy as they were that Pryce didn't die in one of their cars, they took some issue with his failing to start it.
"Maybe he doesn't know how to use the choke?" they asked.
Also read: Jaguar's Mixed Emotions About 'Mad Men'
They also explained the process behind a tweet last week, in response to an episode in which Joan Holloway has sex with a Jaguar dealer to keep the company's business. Sterling Cooper Draper Pryce finally comes up with the tagline, "At Last, Something Beautiful You Can Truly Own." The episode also featured the exit of Peggy Olson.
The company revealed to Jalopnik that it had a "team of tweeters" on call to discuss how to react to the episode. It finally tweeted this response: "Loved the pitch, didn't love the process. We applaud Peggy leaving SCDP."