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]

 

[Letank]

Good to see that most folk on here have done a bit of research and realise that Jaguar’s European sales are down for the simple fact that no vehicles are being made for the European market anymore (which is all part of Jaguar’s rebrand plan). This week’s headlines have been lazy and largely designed to serve the go woke, go broke narrative.

Whilst I don’t fully understand or connect with the rebrand marketing campaign, I appreciate that I am not the target audience for the next generation of Jaguar vehicles. I do however have total confidence in the current JLR board, who have transformed the business (and removed a fairly toxic culture internally) over the past few years. JLR is now a great company to work for and this is starting to show in all the products, which are getting better and more reliable all the time.

Most people pooh-poohed the new Defender before it was launched, yet its sales keep increasing year on year (despite now being almost 6 years old), and it outsells the old model by almost 10x, with significantly higher profit margins too.

The next generation of Jaguars will be very niche. They won’t look like anything else on the road and they will have supercar like performance. I for one, cannot wait to see them launched in the next couple of years, and I really think they will make people excited about Jaguar again. (Even those that hated the recent marketing campaign! )

 

[teamzr1]

Once revered for producing sleek, iconic automobiles synonymous with luxury and performance, Jaguar adopted a bizarre marketing strategy spearheaded by an LGBTQ activist, which resulted in a confusing “they/them” rebrand.

This new identity stripped the iconic big cat logo, a symbol of power and elegance, and instead introduced a new design that has drawn sharp criticism.
As automotive experts and consumers alike weigh in, one sentiment prevails: the rebranding is not resonating with Jaguar's traditional customer base.

Placing all their eggs in a basket for woke and gay customers and only a EV model just does not look like
a winning business plan
Being the nameplate is not a UK product, I kind of doubt the older customer base would agree with the above
Fact to the super high service and repair costs people here in the USA is not interested and added EV is
becoming a dirty word here

 

[Letank]

Don’t believe everything you read on the internet. There are a few things you have said there, which are just not true.

There is not an LGBQT activist in charge of Jaguars rebranding strategy, despite what you may read. People saw a gay Jaguar employee on YouTube, put 2 and 2 together and got 5. The abuse that particular individual received following the campaign was vile and those people ought to be ashamed of themselves.

The big cat logo has not been stripped. Whilst the ‘growler’ logo has, the ‘leaper’ logo is still there and even features on the Type 00 concept car.

The rebranding has actually resonated with many of the traditional customer base (including many members of the Classic Owners Club), but the media don’t want to publish that because it doesn’t make interesting news.

Once you get past the shock of the initial marketing campaign and focus on the products, the next generation of Jaguars appear to want to emulate the great Jaguars of the past. Just like the E-type’s and XJ’s of the 60s and 70s, Jaguar is trying to be an exclusive brand again. Focus will be on making products that compete with some of the most desirable vehicles in the world on looks and performance, but for a slightly more affordable price. Just like the E-Type and XJ.

Since Ford purchased the company, the brand got more and more diluted as they targeted volume by going head to head with German brands like BMW, Audi and Mercedes. Jaguar is now perceived by many people around the world (especially outside the UK and US) to be a lesser brand than all of these; however, Jaguar was once considered well above these and second only to the likes of Rolls Royce and Bentley in terms of luxury and desirability.

Finally, with regard to the EV thing, whether we like them or not, they will be the future, and sooner than we might like. Once governments start banning and putting huge tax penalties on ICE vehicle sales from 2030, EV will be the only viable option for mass production.

Therefore, those that say an EV only Jaguar business plan, is not a winning business plan, probably couldn’t be further from the truth. It is the only viable plan if Jaguar intend to keep selling new vehicles into the next decade and beyond.

 

[Chuffer]

I quite fancy a new bright pink Jaguar EV luxo barge . I would have rainbow stripes ` Sebring ` style on it . At least I won`t need to shave my head when I put my yellow jump suite on to drive it !

 

[Nassau65]

I had a pink ( Heather) XJ12. Beautiful thing, wish I had it now.

 

[Chuffer]

I had a pink ( Heather) XJ12. Beautiful thing, wish I had it now.

That Jaguar V12 was one of the best engines ever ... ever ! The XJC V12 was a fabulous looking car , even in `Heather` .