Get Woke, Go Broke: Jaguar Sales Plunge Amid Woke Rebrand
British luxury car manufacturer Jaguar is teetering on the edge of oblivion, grappling with a 97.5% plunge in global sales, the most catastrophic decline in its storied history.
The culprit? Their “Reimagine” strategy, a headlong dive into the woke abyss that’s alienated their core clientele.
While other firms quietly dial back their DEI excesses, Jaguar doubled down, unleashing a teaser ad showcasing “gender-fluid” models prancing around in outlandish, avant-garde garb. It’s a far cry from the sleek sophistication that once defined the brand, and the backlash has been ferocious.
The cars themselves are a pastel-colored fever dream, drenched in Miami-inspired hues like cotton-candy pink and seafoam green. Whether Jaguar will deign to offer the market’s preferred colors, black, white, silver, or grey, remains a mystery, but their silence on the matter speaks volumes.
These are the shades that dominate the high-end market, yet Jaguar seems content to thumb its nose at convention. The result is a lineup that looks more like a Pride parade float than a symbol of British automotive prestige.
Jaguar’s reputation as the pinnacle of elegance has been obliterated, replaced by a futuristic aesthetic that’s split their fanbase down the middle. The Gateway Pundit previously reported on their ghastly concept cars, which are now headed toward production, set to hit showrooms in late 2025 and summer 2026.
The flagship GT is slated to start at a wallet-shattering $200,000, with the rest of the lineup priced between $115,000 and $160,000. These are not cars for the discerning elite but for the Instagram-addicted nouveau riche.
The EVs have become a laughingstock on X, where users mercilessly roast their garish designs and inflated price tags. Yet, Jaguar is stubbornly clinging to its vision. The company has axed production of its flagship models, the XE, XF, E-Pace, I-Pace, and the beloved F-Type, leaving dealers with dwindling inventory and cratering sales. This scorched-earth pivot to an all-EV, ultra-luxury brand is proving to be a high-stakes gamble for the British automaker.
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.
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