Jaguar Went Woke & The Results Were Catastrophic

Jaguar’s “Woke” Gamble: An Iconic Brand in Collapse After Controversial Rebrand and Ad Campaign

We’re bringing you a story that makes the Bud Light fallout seem minor: the catastrophic decline of Jaguar. Just last year, Jaguar released what we can only describe as the wokest ad ever in history, and the consequences have been devastating for this iconic brand.

The Infamous Ad and Its Immediate Fallout

We saw this ad released seven months ago, and it was clear from the start it was no ordinary car commercial. It featured two random white dudes in dresses and a bunch of black folks, and frankly, it left viewers with no idea what Jaguar was trying to sell. The public reaction was immediate and overwhelmingly negative. Although the like/dislike buttons were disabled, the comments section spoke volumes. Top comments included “the only thing brave about this ad is to leave the comment sections” and “are you sure this will help us sell more cars”. One prophetic comment declared it “Jaguar’s funeral,” and another noted, “my jig just lost 90% of its value,” eerily close to the reality that unfolded.

Catastrophic Sales Plunge Confirmed

Our latest analysis confirms that Jaguar’s sales have plunged dramatically. In April 2025 alone, only 49 vehicles were registered, representing an astounding 97.5% drop from the 1,961 units sold in the same month the previous year. We believe this single “cringe ad” has managed to destroy an iconic brand. The year-to-date figures, covering January to April, reveal a 75.1% decline in sales, with a mere 2,600 units sold. Globally, Jaguar’s performance has plummeted from 180,833 units in 2018 to just 26,000 units in 2024-2025, leaving them with a market share of a meager 0.1% in both Australia and the UK.

The Bold (and Flawed) Rebrand

These dire sales figures closely follow Jaguar’s bold rebrand in November 2024, which significantly departed from its traditional identity. The luxury automaker unveiled a new logo and an advertising campaign that notably excluded any depictions of cars. Instead, it showcased androgynous models in vibrant attire with slogans such as “copy nothing” and “live vivid,” attempting to position Jaguar as a “modern and inclusive brand”.

Widespread Criticism and Industry Displeasure

The rebrand was met with immediate and harsh criticism. Critics slammed Jaguar for straying too far from its performance-focused roots, accusing it of pandering to a woke agenda. Even prominent figures like Elon Musk voiced displeasure with the rebrand. Many questioned whether the brand remained relevant to traditional high-performance car enthusiasts.

The “Copy Nothing” ad, released on November 19, 2024, remains online, but its reception on social media was disastrous. It garnered 28,000 likes but was met with 122,000 comments, getting absolutely brutally ratioed. Despite any attempts by their social media team to respond, it was simply too late.

A Stark Contrast to Competitors

While the first quarter of 2025 saw challenges for other luxury automakers in the European market, their struggles pale in comparison to Jaguar’s freefall.

• BMW reported a 32.4% increase in EV sales compared to the same period in 2024, despite a 9% decline in overall 3 Series sales.
• Mercedes-Benz experienced a 7% drop in total vehicle deliveries and a 10% decline in Europe, with electric vehicle sales also decreasing by 10%.
• Audi’s European deliveries saw only a slight decrease.

These brands managed to maintain competitive positions, unlike Jaguar’s catastrophic 97.5% plunge.

The “Get Woke, Go Broke” Phenomenon

We believe Jaguar’s collapse is the biggest “get woke, go broke” example in world history. This situation is far more extreme and bizarre than anything we saw with Bud Light. It speaks to a larger trend we’ve been observing. Wired magazine, a left-leaning media outlet, recently highlighted how major corporations are pulling back from Pride and Juneteenth initiatives in the wake of criticism against certain DEI and LGBTQ+ rights messages. A poll from Gravity Research indicated that 39% of surveyed corporations plan to reduce Pride Month initiatives in 2025, with none planning to increase their engagement.

This corporate shift, driven by “extreme right-wing backlash,” actually predates Donald Trump’s second presidential win and began with Bud Light’s 2023 partnership. While some brands still pursue “woke” marketing for a certain demographic, we see that overall, wokeness is dead. Jaguar’s downfall will undoubtedly be studied in history books as a cautionary tale of what not to do in marketing.