To the surprise of absolutely nobody, this has happened:
Jaguar sales take a nosedive after fierce backlash to ‘woke’ brand
Jaguar sales have nosedived by more than a quarter in the last year following the legendary British car marque’s dramatic ‘woke‘ rebrand.
The company was mauled for ditching the iconic ‘growler’ badge, used for decades on grilles and bonnets, and replacing it with a curved geometric ‘J’ badge.
Other controversial changes included unveiling a bright pink concept car, which was aimed at updating Jaguar’s image for the electric age.
But design experts and Jag fans ridiculed the makeover, branding it ‘cultural vandalism’ and the ‘most destructive marketing move ever’.
Now new industry registration figures released by parent company, Jaguar Land Rover (JLR) revealed the number of cars sold by the Indian-owned firm fell by 12,459 to just 33,320 in 2024.
Fear not, however:
…but carmaker’s classic Range Rover and Defender models are still popular
Meanwhile, sales of JLR’s Range Rover SUV have boomed, with the firm championing ‘strong wholesale growth’ for the 12 per cent increase during the quarter compared to a year earlier.
Sales of classic Range Rovers rose by 22 per cent, while the Sport and Evoque models rose by 17 per cent and 15 per cent respectively. Defender sales also surged by 13 per cent, while Discovery sales increased by 1.5 per cent.
Which leads us to this tragic scenario:
Couldn’t happen to a nicer bunch of wokistas.
The marketing department went from Coke after New Coke failed, to Bud Light and landed at Jaguar. They can all rot
All the Woke crap aside, Jaguar is still an English made car. I will never own a car made in England again.
The people running these companies can’t be that stupid. Even if they live in their own little bubble, surely they’ve seen other companies afflicted with the “go woke go broke” crap. There must be some extremely intense govt pressure to force them to this step, or else they are all lizard people for real and doing whatever the mothership tells them. Bottom line, the CEO types would sell cyanide to kindergarteners if they thought there was profit there. For them to intentionally bankrupt a company over DEI and green bullshit doesn’t make any sense cause I’m betting most of them at the top don’t believe that shit anyway.
And that concept car looks like complete shit.
I’ve thought the same thing DC.
Does the upper management live in a world so insulated and isolated that they do not see what has happened to so many other companies ?
and/or
Is there so much hubris in upper management that they honestly believe that the failure could NEVER happen to them because there are simply too smart ?
and/or
They really are dumb as a bag of door knobs ??
It HAS TO BE one or more of the above. There is no ‘Door Number Four’
Coercion is too difficult to be kept quiet or secret on a scale this large
( world wide ) !
Historians will note that the E-Type was the apogee of Jaguar.
And “E” did not stand for “Electric”.
What is more frightening than a car that runs on a half-ton of lithium batteries, which are prone to spontaneously ignite in an unquenchable high-energy fire?
When it was wired by Lucas.
Fuggemall. Short of a tar and feathers revolution, Formerly Great Britain is lost.
Makes me sad and worried too. Over the decades, I’ve noticed much of what happens in UK is an omen for what will follow here. Hopefully, four years of Trump will be enough of a roadblock to give some of the blue half of our country time to get the sand out of their eyes.
Lost? Only for the next 4.5 years.
To paraphrase someone I saw SOTI, fathom the irony of a carmaker, legendary for its electrical problems, making an electric car.
Ronco’s Bathtime Toaster would be a savvier purchase.
Jags have problems. Clayton Cramer recently traded in his Jaguar XF for a Cadillac CT5. (He’s made a lot of side money researching for the pro-gun side in Second Amendment cases, notably NYSRPA v. Bruen.) He sez:
“The traffic circle that the Jaguar needed to slow to 30 to get through without a lot of wrestling with the steering wheel is now just turn and give it gas, no drama.”
Also the pedal positions were weird.
The bset comment I heard about Jaguar building electric cars is that a car brand famous for having electrical issues in their cars is now going to offer an electric only model. What could possibly go wrong?
Hmm, wait….a car company with one model in 2025 production, no inventory to ship, dealer network cut by 40% and 90% of their ICE mechanics jump ship has a drop in sales? Who coulda seen that coming?
I had two Jags until 2023: 2018 F Pace and 2019 XJ50. Loved them both, but unloaded them when Jag leaked the decision to go all electric. Ta ta, Tata.