Jaguar Go Woke, Gone Broke

[teamzr1]

Jaguar's sales have plummeted after the legendary British car marque's 'gay & woke' rebrand left fans outraged.

Sales of the luxury motoring manufacturer appear to be in free fall 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 carmaker's change continues to rage, sales at Jaguar Europe have plunged a staggering 97.5 percent.
Jaguar has insisted the rebranding 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 percent with just 2,665 motors sold.

 

[Mr. Cricket]

I made my feelings clear as a current Jaguar owner and three Jags on the trot that the rebrand is hideous but the drop in sales is expected as they stopped making current models and are just flogging the rest of the stock off

 

[Chevrolet]

"Gone Broke"? I don't think so? Jag is part of JLR:
JLR DELIVERS STRONG FULL YEAR PERFORMANCE | JLR Media Newsroom

Profit before tax for the year ended March 2025 £2.5 billion, the highest in a decade.

 

[teamzr1]

Ceasing to build any cars from now to sometime next year is not profiting
Going all EVs was a dumb move and will only get worse

Jaguar’s transformation towards a new portfolio of pure-electric vehicles was announced as part of the Reimagine strategy in 2021, a Jaguar spokesman told The Post after the publication of this story.

The uproar over the “woke” ads was likened to Bud Light’s bizarre 2023 partnership with transgender influencer Dylan Mulvaney, which led to a boycott of America’s best-selling beer and severely damaged the brand.

However, the collapse in sales can mostly be attributed to the delay in releasing its flagship model, a four-door GT.
The EV, expected to cost around $200,000 plus, won’t be out until sometime in 2026, according to India-based The Economic Times.

Making matters worse, Bloomberg reported that the company has effectively “gone dormant” this year as it phased out all of its gas—and diesel-powered models ahead of time, leaving dealerships empty.
The rest of its EVs, which were a lightning rod for President Trump during his 2024 election campaign, are set to go on sale by next summer at the earliest, according to Bloomberg

Jaguar’s EV pivot and ad campaign were seemingly intended to attract younger customers, but it instead drew sharp criticism from industry experts, dealers, and longtime fans as the iconic company failed to halt a slide in sales.

Jaguar was never a real profit since Ford bought it years ago and where the nameplate itself had lots of money the Jaguar was a money loser, so Ford dumped the brand and not building the car for about the next year does not get food on the table for all the people who were building those cars

 

[Roscobbc]

As for companies with 'profitable' balance sheets........ accountants can produce and publish any figures they want (within reason) before (and after) stock write downs, paid/unpaid shareholder dividends, monies owed to component suppliers etc etc. - todays figures can make the company look highly profitable and a going concern....... tomorrow's the opposite. Then we have HMG grants/loans/incentives to further 'fudge' the true status of the company........

 

[teamzr1]

Jaguar’s executives are banking on capturing a younger, more diverse global audience, but analysts are sounding the alarm. The ultra-luxury market isn’t populated by Gen Z trendsetters; it’s the domain of seasoned affluence, buyers who value heritage over hashtags.

Jaguar’s tone-deaf rebrand ignores this reality, chasing a demographic that’s more likely to splurge on crypto than a six-figure sedan. On their investor-day call, the company triumphed a 110% spike in web traffic, as if clicks translate to sales. It’s a desperate spin, and the market isn’t buying it.

The old adage “Go Woke, Get Broke” hangs over Jaguar like a storm cloud.
Their embrace of identity politics and garish aesthetics is transforming a once-revered brand into a cautionary tale.
As they hemorrhage customers and credibility, one wonders if Jaguar’s leadership will wake up before the company careens off the cliff. For now, they’re flooring the accelerator, pedal to the metal, straight into irrelevance.

 

[Chevrolet]

As for companies with 'profitable' balance sheets........ accountants can produce and publish any figures they want (within reason) before (and after) stock write downs, paid/unpaid shareholder dividends, monies owed to component suppliers etc etc. - todays figures can make the company look highly profitable and a going concern....... tomorrow's the opposite. Then we have HMG grants/loans/incentives to further 'fudge' the true status of the company........

You're forgettin the external auditors review/audit of the annual accounts, to ensure that they show a "true and fair" view, including considering if its a "going concern". And no, they don't always "get it right"

 

[Nassau65]

I think the main thing in JLR is Land Rover. That’s what makes/is the money . The J I’m sad to say has had it’s day.

 

[Nassau65]

I still love the XJ6, what a car. Not too good in 2:8 litre but in the 4:2 litre is was a beauty. Then the V12 was different class. Yes, it drunk fuel like a space ship but boy did it go. Used quite a few of them in my teenage years/early 20’s loved um. Once a few years old they were a lot of flash for little cash, but they still projected style, as did all Jags. ( and in my eyes still do)
Fancy doing away with the leaper? What brainless wonder thought of that??

 

[antijam]

The 'woke' advert certainly produced a marked reaction both among Jaguar aficionados and the general public, but the ad itself is not the prime cause of the decline in sales. Jaguar are selling practically no cars mainly because they're not making any. No new cars are being built until the introduction of the new all-electric range next year.
Jaguar's owner Tata is not as dismayed by the loss in revenue as might be supposed since as Nassau points out, it's the Land Rover side of the business that's the real 'cash cow'.

 

[Chevrolet]