Jaguar's Sales Drop by 97.5% After Bizarre Gender-Blender Rebranding Campaign

Congratulations, Jaguar. You took your brand, which had been associated with prestige, achievement, and masculinity, and turned it into the Drag Queen Story Hour of automobiles.

Here was there disastrous ad, if you've banished it from your memory:

No, they sell what all corporations are selling these days: Marxism and child-grooming.

The Daily Caller reports that desire for the once-desirable brand has collapsed.

Jaguar's sales in Europe have plunged dramatically, with only 49 vehicles registered in April 2025, a 97.5% drop from the 1,961 units sold in the same month the previous year.

Jaguar's European sales plummeted by 97.5% and year-to-date figures show a 75.1% decline in sales, with just 2,665 units sold from January to April 2025. Globally, Jaguar's performance dropped sharply from 180,833 units in 2018 to 26,862 units in FY24/25, holding a market share of just 0.1% in both Australia and the U.K.

These sales figures follow Jaguar's bold rebrand in November 2024, which departs from its traditional identity. The luxury automaker unveiled a new logo and advertising campaign that notably excluded depictions of cars, instead featuring androgynous models in vibrant attire, with slogans like "Copy Nothing" and "Live Vivid," positioning Jaguar as a modern, inclusive brand.

Critics slammed Jaguar's rebrand for straying too far from the brand's performance-focused roots, accusing it of pandering to a "woke" agenda.

So another woke corporation chases off its old "pale and male" customer base to replace them with... nobody.

Or maybe with this guy:

Few on the woke far-left have the money for bus fare never mind a Jaguar. And they wouldn't want to buy something so associated with yucchy male-centered traditional notions of achievement and excellence even if they did.

So you wiped out billions in corporate value for a virtue signal.

Was it worth it?

Today ist the day on Sprockets when ve set fire to all of our shareholder value.

posted by Ace at 01:13 PM

| Access Comments