Jaguar car sales plummeted by 97.5% in Europe after a radical shift to electric vehicles and rebranding strategy. The UK based company replaced all IC engines with electrical powertrains instead of gradually phasing them out.
Adding to the woes, the UK car manufacturing company replaced all its iconic symbolism with something that is more palatable to the ‘woke’ ideology. The iconic leapfrogging Jaguar symbol was removed in the process.
Instead, it was replaced by a colourful pink symbolism which looks like this.
From slogans like “Grace, Space, Pace”, “The Art of Performance” and “Born to Perform”, it adopted phrases like “Copy Nothing”, “Live Vivid”, and ‘”Delete Ordinary”.
According to reports, Jaguar sold only 49 cars in April 2025 which was a drastic dip from 1,961 units sold in the same month last year.
Jaguar discontinued models like XF, XE and the legendary F type sports car series. It is now pursuing zero emission Type 00 EV cars, set to hit the markets sometime in 2026. The Type 00 Model will be all electric and developed on Jaguar Electric Architecture (JEA) layout.
The ‘Woke’ Promotional that caused a storm on social media
Meanwhile, the car company released a promotion video on X last year showcasing its rebranding strategy.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
However, X users appeared upset with the rebranding video and it faced several criticisms.
Tesla founder Elon Musk asked Jaguar if they sell cars.
To which Jaguar replied, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar”.
Another X user asked, “Where was the Car?” as there was no sign of cars in the video. One user asked if the video was a joke.
How is Jaguar responding to the drop in sales?
Jaguar claimed that the current drop in sales has got nothing to do with rebranding. It was just a transitional period that they had expected before. Jaguar Land Rover spokesperson said, “Jaguar’s rebranding is not related to a sales decline. The brand had long anticipated a period when its current range would no longer be on sale ahead of the launch of its new electric vehicle collection.”
