The potential of positive and strategic nonknowledge as a major element in the perception and consumption of luxury products has not received much attention, to date. Using the example of an unlikely premium or luxury car – an estate or station wagon made by the car manufacturer Jaguar – this article argues that the invitation to make future customers guess about possible sets of nonknowledge may be able to amplify not only demand, through secrets, but also to build up feelings of ease and comfort by improving trust in organizational credibility. In the case of an unusual car, the risk that the manufacturer is being mocked can thus be diminished via strategic nonknowledge, because the fact that a “sportbrake” may not be appropriate for a luxury and sports car manufacturer, such as Jaguar, will move into the background of the debate by initiating discussions and well informed speculations on whether they are “doing it” or not. Thus, to strategically spread nonknowledge about whether this car might not be produced at all may be a conceptualized element for successfully breaking with the tradition of a manufacturer and for directing the focus of the ensuing discussion onto the fact that this “non-traditional” car could be quite useful and luxurious, after all. Strategic not knowing then can be rendered a crucial element among potential customers and online communities in the social construction of luxury.