Jaguar’s Sales Crash 98% After Woke Rebrand
Jaguar’s sales have plummeted by 98% after a woke rebrand that left customers stunned – though the company claims the rebrand has “nothing to do” with falling sales. The Mail has more.
Sales of the luxury motoring manufacturer appear to be in freefall following its controversial move to scrap its iconic ‘growler’ big cat logo in November.
The firm’s rebrand saw it replace the well-known badge in favour of a geometric ‘J’ design – which lovers of the brand raged looked like the logo on a handbag clasp.
Meanwhile, a glossy ad campaign accompanying the design overhaul, featuring androgynous-looking men and women in exuberant clothes, also came under fire.
And as the firestorm surrounding the famed car maker’s change continues to rage, sales at Jaguar Europe have plunged a staggering 97.5%.
Jaguar has insisted the rebrand has “nothing to do” with its falling sales.
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% with just 2,665 motors sold.
Globally, Jaguar sold just 26,862 vehicles for the 2024-25 financial year – an 85% drop compared to 2018.
The sales dip followed Jaguar’s repositioning away from its performance and heritage roots towards a lifestyle-focused, fashion-forward brand.
Jag’s big rebrand had been in development for three years as the company prepares to become an all-electric car manufacturer ahead of the UK’s 2030 target to stop selling new purely fossil fuel-powered cars. …
However, the sales slump may not be as catastrophic as it first appears. As part of Jaguar’s refresh, the car firm intentionally stopped producing cars at the end of 2024, a move which stretched into 2025.
The manufacturer – now owned by an Indian firm – is currently seeking to bring in a new range of entirely electric vehicles, which were due for release this year.
Defending the news, Jaguar said it was “pointless” to compare figures for 2024 and 2025 as it was seeking to move to its all-electric model and insisted the company’s rebranding was “not related to a sales decline”.
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Good luck with the electric cars
One hundred or so years ago, when the motor vehicle…. Horseless carriage was in its infancy, there were three contestants: battery electric, steam engine (using paraffin to heat the water), internal combustion engine.
And the clear winner was…
As far as I can tell, Jaguar is one of those brands that live off the glory of yesteryear.
No doubt there was a time when having a Jag was cool and sexy; a sign of success and discretion.
These days… I don’t know. Nobody I know is interested; the cars have a reputation for being overpriced and unreliable,
Speaking as a former rangerover owner I would say all modern JLR cars are overpriced and unreliable.
Very sad, take a great brand, terrific heritage, and trash it, totally.
Its hard to muster any enthusiasm for cars in general.
There is little energy going into designing and developing combustion engine cars because nobody knows whether or for how long they will be allowed by our rulers.
And electric cars are interesting perhaps to people who like tech and electronic gadgets, but have little to do with the former mystique and romanticism of cars that were symbols of freedom. Electric cars are a symbol of being one more drone like human plugged into the matrix.
Must agree with you on that Stewart 👍
Oh well, there is another Indian firm investing in electric arc furnaces, so they could recycle the scrap. That way, it might be worth something – after all, there is a market for materials like that.
There will never be more scrap than new metal, can you see the problem here?
A relative has an I pace but had to take special measures when visiting his firm’ head office. He could not drive both ways in one charge. His seniority was such he could reserve a chsrching station and work all day from HO regardless of the length of his meeting.
Good.
Inspector Morse will be turning in his grave.
When all these manufacturers stop making internal combustion engines, Europe will be dependant on imports and will become like Cuba after a couple of decades recycling old car parts.
The fees charged by good mechanics will rise.
But without the great music, and fit birds.
Steady on, we have plenty of fit birds!
Where?
I own and run an XF it’s gorgeous!
Jaguar please, go back to your beautifully deep roots!
My jag, xf 2.2!
I think the F types are pretty special as well.
I wish I had picked up an XKR in 2008 as they had dropped quite a bit.
Gone woke, soon broke. 😀😀😀
Boy, that has made my day. In my working career I had a few run-ins with advertising brand specialists, and know from personal experience how arrogant and out of touch they could be.
No doubt they have trousered their millions from Jag and don’t do guarantees or refunds.
They are called Accenture Song and their name would have made me wary from the start.
Long live Real Jaaag!
You cannot reason with the Woke, because they are the Progressive Left. It is pointless trying to debate the Progressive Left because their ideology matters more to them than do facts or reality, or indeed than does human suffering.
The Woke, Progressive Left are in charge now at Jaguar, and they will argue that they are correct even while the brand sinks into oblivion.
To paraphrase former German minister of the economy Robert Habeck (Greens): The company isn’t bankrupt, it just stopped trading.
I’m not sure how much people should be cheering on “get woke go broke”. I hate all forms of virtue signalling but if a company doesn’t learn fairly quickly and profits remain low workers who had nothing to do with the woke policies, and may well hate them, could well end up losing their jobs and it may well take them a year or more to find a new one meaning they could be at risk of losing their home, suffering from depression, spiralling into addiction etc.
That’s a very good point
The bosses seem to fall on their feet and be rewarded for failure, just like failed politicians
Stupid at its very best; they couldn’t get this bad overnight, the took three years planning it.
whats the market for queer cars?
Just after that advert appeared, a youtuber made a video about it. He then got emails from people working for Jaguar. They described a company dominated by Woke HR, with blatant discrimination against white people, especially men.
I can imagine our government being quite happy to see the demise of Jaguar, and any other car manufacturer, for that matter. They don’t want private cars on the road. They expect us to use public transport and be grateful. Or, ideally, remain within a 15-minute walk from home.
Like the F-Type, love the E-Type.
And the D-type? Proper car…..although none of them are in the same league as the XJR-9…..thank you, Ross Brawn…
The losses due to the pointless and unnecessary rebrand, and awful advertising will become evident soon enough!
Gone Woke, Going Broke.
“However, the sales slump may not be as catastrophic as it first appears. As part of Jaguar’s refresh, the car firm intentionally stopped producing cars at the end of 2024, a move which stretched into 2025.”
Its dealers had nothing to sell that consumers wanted to buy – but it’s not catastrophic? Yer wot?
Off-licence replaces usual stock with alcohol-free products which consumers don’t want – sales slump but it’s not a catastrophe.
The market is sending a clear message – we want ICEVs not BEVs.
The catastrophe is Jaguar management has switched from a market-led business to a product-led businesses – these do not last long.
They look a bit like the Labour front bench.
No, not tarty enough.
An iconic British car manufacturer that should have fought against net zero madness and lack of customer choice has completely lost the plot. Go woke, go broke.
Wil the Defender be only an EV ?
A disaster.
‘Copy Nothing’?
Certainly don’t copy this.
Once you realise that “copy” here is used in the radio telegraphy sense of “I understand”, then you see how brilliantly appropriate the slogan is.
My guess is this is another way to bring down capitalism by finding ways to trash iconic brands. They must have know what would happen having seen what happened to Gillette and Budweiser when they went severely woke with their advertising.
RIP Jaguar
This is another example of how the ‘older generation’ has failed the younger one. We have failed to educate and train them. In our generation anyone coming up with such stupid crackpot ideas would have been laughed at and told in no uncertain terms to go and play with them selves. But today the whole management seems to be ‘all ears’ and no one has the guts or experience to put a stop to it. There are many examples:- The other recent one is the sending of Scottish land fill to England! I dispare!