- Jaguar’s European sales plummeted by 97.5 percent in April 2025, with global sales for the financial year down 85 percent compared to 2018.
- The brand replaced its iconic “growler” logo with a minimalist geometric “J” and launched a fashion-forward ad campaign that critics accused of being overly “woke.”
- Jaguar’s rebrand, under the slogan “Copy Nothing,” aimed to shed traditional performance roots in favor of a lifestyle-driven, all-electric future.
- Jaguar claims the sales slump is unrelated to the rebrand, citing a planned production halt in 2024 as part of its “Reimagine” electric strategy.
- Despite Jaguar’s reassurances, analysts warn that the backlash may have caused lasting brand damage, leaving the success of its electric revival in doubt.
Jaguar, the legendary British marque once synonymous with sleek power and classic motoring style, is facing a 97.5 percent collapse in sales after a divisive rebrand left loyal fans feeling alienated.
The luxury automaker’s decision to ditch its iconic “growler” big cat logo in favor of a minimalist geometric “J” design has sparked widespread backlash, with critics claiming the new emblem looks more like a handbag clasp than a symbol of automotive heritage.
Launched under the slogan “Copy Nothing,” a nod to Jaguar co-founder Sir William Lyons, the rebrand marks Jaguar’s pivot away from heritage and horsepower toward a lifestyle-driven identity, aimed at a younger, more style-conscious audience. The transformation culminated with a dramatic unveiling at Miami Art Week last December, which is part of the firm’s broader “Reimagine” strategy. The strategy was launched in 2021, aiming to convert Jaguar into a pure-electric car manufacturer by the end of the decade.
Adding fuel to the fire, the brand’s glossy relaunch campaign, featuring androgynous models in flamboyant outfits walking through surreal landscapes, was accused by detractors of pushing a “woke” agenda and abandoning Jaguar’s performance-driven roots. (Related: Mastermind behind disastrous Jaguar ‘rebrand’ is a BLM-supporting LGBT activist.)
Now, the numbers appear to reflect the outrage. According to the European Automobile Manufacturers’ Association (AECA), Jaguar registered just 49 vehicles across Europe in April 2025 – a jaw-dropping 97.5 percent decline from the same month last year when it sold 1,961 cars. Year-to-date sales from January to April were down 75.1 percent, with just 2,665 vehicles sold across Europe. Globally, the 2024 to 2025 financial year saw total Jaguar sales plummet to 26,862 units – an 85 percent drop compared to 2018.
Jaguar vehemently denies link between sales plunge and its rebranding
In response to the criticism, Jaguar has denied any link between the sales plunge and its rebranding effort.
“Comparing Jaguar sales to 2024 is pointless, as we are no longer producing vehicles in 2025 with low levels of retail inventory available. Jaguar’s rebranding is not related to a sales decline,” a spokesperson from Jaguar said.
Despite the company’s assurances, analysts said the rebrand may have done lasting damage. With investor confidence shaken and legacy consumers disenchanted, the road ahead for Jaguar’s electric rebirth looks uncertain.
“I would say the biggest problem is the Jaguar product. It is not selling,” Formula One racing legend Johnny Herbert commented on Jaguar’s bizarre rebranding, adding that “To take the cat off Jaguar just seems the most unbelievable marketing decision I think I have ever seen.”
Visit Wokies.news for more stories related to the woke agenda.
Watch Benny Johnson commenting on Jaguar’s woke ad and noting how the car brand went the same path as Bud Light.
This video is from the Sanivan channel on Brighteon.com.
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Sources include:
Modernity.news
DailyMail.co.uk
Brighteon.com
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