Woke and Broke: Jaguar’s Marketing Fiasco Wipes Out Sales
Jaguar’s catastrophic 97.5% sales plunge in April 2025, with a pathetic 49 vehicles registered in Europe compared to 1,961 the year before, is a masterclass in corporate stupidity. The culprit? A tone-deaf, “woke” rebranding campaign that slapped their loyal customers in the face and sent them running to competitors. This wasn’t just a misstep—it was Jaguar driving their legacy off a cliff with a smug grin.
The ad, cooked up by Accenture Song (since sacked, good riddance), leaned hard into non-binary, electric-vehicle worship that felt like a lecture, not a car commercial. It screamed, “We don’t care about our core buyers—we are here to teach wokeness”
Jaguar chased a mythical, freakish and much younger demographic with messaging so alienating it could’ve been scripted by their competitors.
Did they think their clientele, who cherished sleek, powerful gas-guzzlers, would cheer for this preachy pivot to EVs? Moronic. Sure, the sales crash isn’t all on the ad. Jaguar’s boneheaded decision to gut their lineup, discontinue models like the I-Pace, and leave showrooms emptier than a ghost town didn’t help. Their all-electric gamble, with sky-high prices and no new models to show for it, left dealers twiddling their thumbs. But let’s not kid ourselves—the rebrand was the spark that lit this dumpster fire. X users are roasting Jaguar alive, and deservedly so, for betraying their heritage and insulting their base. Jaguar’s leadership needs a reality check.
On the bright side, this shows that advertising works remarkably well—though it cuts both ways!
You don’t fix a storied brand by pandering to a niche while ignoring the people who kept you afloat for decades. This isn’t just a sales dip; it’s a self-inflicted wound that could take years to heal—if they even survive it.
Wake up, Jaguar, or you’re done.