Jaguar’s Woke Wipeout: A 98% Sales Crash and a Roadmap to Ruin, By Richard Miller (Londonistan)
Once upon a time, Jaguar was the roaring king of the automotive jungle, crafting sleek, powerful machines like the iconic XKE that made hearts race and wallets weep. Fast forward to 2025, and Jaguar's latest adventure has taken a turn so wild, it makes the Budweiser-Dylan Mulvaney fiasco look like a minor marketing hiccup. With a jaw-dropping 97.5% sales drop in Europe, registering a measly 49 vehicles in April 2025 compared to 1,961 the year prior, Jaguar has driven straight into a ditch of its own making. The culprit? A rebrand so spectacularly out-of-touch, it's practically performance art.
Last November, Jaguar unveiled a 30-second ad that was less about cars and more about... well, nobody's quite sure. Featuring a kaleidoscope of genderfluid models in garish outfits prancing around a yellow pod to electronic beats, the ad screamed "create exuberant," "live vivid," and "delete ordinary." The only thing it deleted was Jaguar's customer base. Not a single car appeared in the spot, unless you count the pod, which looked like it was designed to beam up influencers to Planet Woke. The result? A backlash so fierce it tanked parent company Tata Motors' shares on a day when the rest of the market was partying.
Jaguar's managing director, Rawdon Glover, defended the campaign as "bold," insisting it wasn't meant to be "woke" but rather a visionary leap toward a "lifestyle-focused, fashion-forward brand." Translation: Jaguar decided its loyal customers, those pesky folks who liked actual cars, weren't worth keeping. Marketing guru Mark Ritson spilled the tea, revealing Jaguar expects to retain only 10-15% of its current buyers, instead chasing "design-minded" and "cash-rich, time-poor" urbanites. Because nothing says "I'm rich and busy" like buying a car from a company that doesn't show cars in its ads.
The numbers tell a grim tale. Global sales for the 2024/25 financial year plummeted to 26,862 vehicles, an 85% drop from 2018. In Europe, year-to-date sales from January to April 2025 fell 75.1%, with just 2,665 cars sold. Jaguar's response? Double down on the madness. They've ditched internal combustion engines entirely, betting the farm on electric vehicles (EVs) at a time when the EV market is coughing up sparks like a dying sparkler. Dodge tried a similar EV stunt with its muscle cars, complete with fake V8 noises and simulated gear shifts, only to backpedal when customers laughed them out of the showroom. Jaguar, however, seems determined to ride this electric unicorn straight off a cliff.
If Jaguar wants to keep haemorrhaging sales, here's a satirical playbook to ensure they hit rock bottom with style:
1.Ban Cars Entirely: Why stop at not showing cars in ads? Jaguar should declare vehicles passé and pivot to selling "mobility experiences." Picture it: a subscription service for genderfluid pod rentals, complete with mood lighting and affirmations like "You are enough, but our range isn't."
2.Triple Down on Woke: The ad wasn't woke enough! Jaguar should mandate that all future campaigns feature zero cars, zero cisgender models, and zero coherence. Hire influencers to lecture buyers on why horsepower is problematic and how tailpipes perpetuate patriarchy.
3.Price Like It's a Fashion Brand: Jaguar's targeting "cash-rich" urbanites, so why not charge $200,000 for a base-model EV with a 50-mile range? Call it the "Type 00" (pronounced "zero zero," because that's how many you'll sell). Bonus points: make the dashboard display only pronouns.
4.Embrace the EV Doom Loop: With EV sales tanking industry-wide, Ford's lost billions, and even Dodge is reviving V8s, Jaguar should lean in. Ignore range anxiety, charging infrastructure woes, and the fact that EVs are about as sexy as a tax audit to most car enthusiasts. Install a "Fratzonic Chambered Exhaust" to mimic the purr of a V12, because nothing screams authenticity like fake engine noises.
5.Rebrand as a Social Movement: Forget cars, Jaguar should become a lifestyle cult. Open "Jaguar Experience Centres" where customers can sip oat milk lattes, attend DEI workshops, and buy $500 branded scarves. Vehicles? Optional. Sales? Irrelevant. Vibes? Exuberant.
Jaguar's rebrand is a masterclass in corporate self-sabotage. By alienating its core customers, ignoring its heritage, and chasing a demographic that's more interested in TikTok than torque, Jaguar has turned a 98% sales drop into a performance metric. The EV pivot, timed perfectly with a collapsing market, is the cherry on top of this woke sundae. If Jaguar keeps this up, they won't just stop making cars, they'll stop existing. And maybe that's the point: when your brand is more about "breaking moulds" than building machines, extinction is just another vibe.
In the meantime, the XKE sits in a museum, a reminder of when Jaguar made cars people wanted to drive, not manifestos nobody asked for. As the saying goes, "Go woke, go broke." Jaguar's just taken it to a whole new level.
https://www.americanthinker.com/blog/2025/07/jaguar_indeterminate_sex_rather_than_cars_sales.html
"Jaguar: indeterminate sex rather than cars sales
Americans thought the Budweiser/Dylan Mulvaney debacle was one for the ages. It was certainly in the running. How could a company whose product was dependent on the good will and tastes of Normal Americans so badly misread its customer base? Anheuser-Busch (AB) lost at least $27 billion in market capitalization and couldn't give its beer away. AB has never fully recovered.
But the Bud/Mulvaney mistake has surely taken second place to Jaguar's self-destruction:
Last November, British sports car and luxury vehicle manufacturer Jaguar kicked off a major rebranding campaign on social media. According to finance website FinBold, the fierce backlash to their very first ad caused shares of Jaguar's parent company, Tata Motors, to fall on a day when most other prices were rallying on the National Stock Exchange of India.
The widely mocked 30-second spot featured a racially diverse group of genderfluid individuals dressed in garish, brightly colored clothing. As the dour-faced actors emerged from what looked like a bright yellow pod, electronic music played in the background. Messages appeared intermittently on the screen that read: "create exuberant," "live vivid," "delete ordinary," "break moulds," "copy nothing," and finally the brand name was displayed. "Jaguar" was written using a combination of lower- and uppercase letters.
It was one of the most bizarre ads ever inflicted on an increasingly wary public. Jaguars have long been known as beautiful, expensive and often quirky vehicles with some models spending as much time in the shop as on the road. The ad, which featured not a single car, pegged the quirk meter with various beings of indeterminate gender with blank to surly expressions capering for the cameras.
For years, Jaguar has been repeatedly sold to a succession of parent companies, none of which seemed to have had any idea of Jaguar's history or customer base. Bizarrely, its current owners have almost entirely stopped designing and updating its current offerings.
But, according to [Marketing Week's Mark] Ritson, "Jaguar no longer cares about retaining its current customer base. … The company expects to retain only 10% to 15% of its current customer base. Jaguar will shift its targeting to younger, wealthier, more urban shoppers that the company describes as 'design-minded' and 'cash-rich, time-poor.'"
The Economic Times is reporting a nearly 98% drop in sales for April from a year earlier. According to the Times, "only 49 Jaguar vehicles were registered in Europe in April 2025, a 97.5% drop compared to 1,961 units in the same month last year. Year-to-date sales between January and April fell 75.1%, with just 2,665 cars sold across the continent."
The company that built one of the most beautiful, iconic sports cars of all time, the XKE, lost 98% of its sales. As if that wasn't bad enough, Jaguar announced it has stopped building internal combustion engine-powered vehicles and is focusing on producing nothing but electrically powered vehicles. At a time when the electric vehicle doom loop is closing at warp speed, such a decision is inexplicable.
In August of 2024 in Dodge emasculates muscle cars, I wrote of Dodge's decision to turn their all-American muscle cars, the Charger and Challenger, into electric vehicles (EVs). Dodge at least recognized their customers bought those vehicles for the sound and feel only a powerful V8 can provide. Dodge's solution? Software that would briefly interrupt power delivery to simulate shifting—"eRupt Mjultispeed Transmission"--and a high-watt stereo system that would simulate the sound of an accelerating V8. Dodge called the system the "Fratzonic Chambered Exhaust." Dodge executives sneered at concerns about range—"Don't care. It's a muscle car; it's badass"--and posted no range figures for their new, miraculous offerings.
Potential customers weren't impressed, so unimpressed in fact that Dodge EV sales have been abysmal, and Dodge has recently announced it was reviving its big V8 engines. Even with that level of willful stupidity and unconcern for its customer base, Dodge has certainly not seen anything approaching a 98% drop in sales.
Dodge isn't alone in going all in for EVs only to discover customers are all out. Ford has already lost untold billions on EVs and has "postponed" EV and battery plant production, yet apparently still hasn't lost enough.
Jaguar certainly doesn't have Ford's financial depth, which makes its marketing and production decisions even more puzzling. Its infamous ad suggests it's relying on people far more obsessed with their sexuality than any interest in expensive, British sports cars.
As the EV market is rapidly dying, so too is Wokeness. Pursuing that demographic may finally kill Jaguar."
"Jaguar's vehicle sales in Europe dropped by 97.5 percent year-over-year in April 2025, with just 49 units registered compared to 1,961 the year prior, in the wake of its controversial rebrand.
The iconic British marque revealed its new concept car, the Type 00 (pronounced "zero zero"), to a mixed reaction last November, as Breitbart News reported, with an advertising campaign that failed to showcase even one single vehicle.
Now the marketplace has made its judgement and it doesn't look good for Jaguar.
According to figures from the European Automobile Manufacturers' Association (AECA), the company registered just 49 new vehicles in April 2025 compared to 1,961 units sold in the same month last year.
Year-to-date sales from January to April also slumped, dropping 75.1 percent with just 2,665 motors sold.
Globally, Jaguar sold just 26,862 vehicles for the 2024/25 financial year – an 85 percent drop compared to 2018.
The sales dip was driven by Jaguar's ditching its heritage roots towards a "lifestyle-focused, fashion-forward brand."
Jaguar's managing director responded to the backlash the company received over its new advertisement featuring androgynous models but not a single car.
He claimed the campaign was "bold" and never intended to be "woke," adding the company's message was lost "in a blaze of intolerance" by hurtful critics on social media.
"If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand," Jaguar managing director Rawdon Glover told Financial Times.
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