Rebranding the Jaguar to woke didn’t do a thing for sales. One of Britain’s most storied luxury brands is barely selling cars. They believe it was the EV investment. Now, with US tariffs, they expect zero cash flow.
BMW, Mercedes-Benz, and Audi each retained market stability. They hadn’t rebranded with creepy ads.
Jaguar recorded only 49 new vehicle registrations across Europe in April 2025, according to data from the European Automobile Manufacturers’ Association (ACEA).
Compared to the 1,961 cars sold during the same month the previous year, this 97.5% plunge marked one of the steepest declines for a premium carmaker in recent history.
This marks one of the steepest year-over-year (YoY) sales collapses ever recorded for a premium automaker.
Wait, are you telling me the following Jaguar ad and these people didn’t appeal to Jaguar customers? Surely that can’t be the problem.
‘Bud Light’ level re-branding.
Last couple of years have been the worst I have ever seen in marketing.
Just awful and delusional.In case someone is wondering, this is a new commercial for ‘Jaguar’. They make cars. pic.twitter.com/D5j0FVz2Mg
— Carmine (@CarmineDurden) November 23, 2024
Go woke, go broke. They’re getting what they deserve.
That’s sabotage, by the marketing executives.
Board members will go along with anything woke if it gets them extra money under the table.
What was that???
I didn’t see a single car in that ad. They should just rename themselves Faguar.
India vehicle manufacturer Tata Motors Limited headquartered in Mumbai, own the Jaguar brand.
Jaguar was doing pretty good after Ford bought them then rebuilt the brand. Then Ford sold them to Tata and look what happened. I see where Tata owns several American brands of consumables. I look at the packaging and I don’t patronize Tata owned brands either.