Jaguar, the iconic luxury car company, is seeing its sales crash in a shocking free-fall.
The brand underwent a drastic overhaul in November 2024, offering drivers a glimpse of their future EV designs, which were uglier than sin. The accompanying ad was also a bizarre breakaway from their old style and M.O., and featured androgynous actors and actresses in a kind of performance art that one might see on the third floor of a modern art museum.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Type 00. An original work of art. pic.twitter.com/wN0R3510Ek
— Jaguar (@Jaguar) December 4, 2024
Type 00 in London Blue and Miami Pink, revealed at Miami Art Week.
London Blue honours the iconic Opalescent Silver Blue of the 1960s E-type.
Miami Pink pays tribute to the city’s pastel colours and Art Deco architecture.
——
Finer points in the comment section. pic.twitter.com/nc91ljpeOW
— Jaguar (@Jaguar) December 3, 2024
Since then, Jaguar’s sales have tanked by 97.5% in Europe. Across the entire continent, a mere 49 vehicles were registered in April 2025. Between January and April, Jaguar only sold 2,665 units, marking a 75.1% sales decline year-to-date. Worldwide, the company sold 180,833 units in 2018. But in fiscal year 2024/2025, that number plummeted to 26,862 units.
The collapse is somewhat reminiscent of Bud Light’s debacle, the difference being that Bud Light never altered its product; Jaguar did.
Although Anheuser-Busch hired transgender influencer Dylan Mulvaney to promote its beer, the beer itself remained the same. The brewing process and ingredients were not altered to be more sustainable. The can color did not change, nor did the logo. Online conservatives may have been calling the beer “groomer juice,” but Anheuser-Busch did not alter the beverage into hard Kombucha.
1968 Jaguar E type 4.2 Fixed Head Coupe.
Jaguar, on the other hand, has slowly thrown away its entire history, from the ornate logo to the sleek designs and gorgeously detailed leather interiors. Not only did the brand go woke, but it also went ugly. Its essence was changed, from class and beauty, to dystopian and hideous.
Perhaps the nosedive in sales can be attributed to the concept of “wokeness,” but it is also just as likely caused by Jaguar’s radical departure from its aesthetic roots, abandoning aesthetically pleasing cars. Even if the November 2024 ad featured straight, classy, well-dressed individuals who actually looked like men and women, and even if their new logo did not change an iota, the ugliness of the company’s current and future fleets of cars would still turn off potential buyers. Why? Because they are woeful eyesores. It may have nothing to do with an ad featuring non-binary, transgenders. It’s simply the aesthetics of the vehicle.
Humans do not just want beauty; we need it. We need beautiful books, paintings, music, movies, buildings and homes, and yes, cars, to feel more civilized; to feel closer to God; to distinguish ourselves from other species that cannot intuitively comprehend beauty or the feelings it inspires. Without beauty in the world and in our daily lives, we are robbed of something essential that makes us human. It’s hard to explain, but we all feel it. No one wants to live in an ugly world.
Jaguar could reverse the trend just as quickly as it started by bringing back its old designs. Any car company, for that matter, would rake in the profits if only they made vehicles that were obvious nods to the timeless designs of the 20th century. More leather. More buttons. Fewer screens. Sharper lines and harder angles. Old school. Those sorts of cars would sell like hot cakes.
https://dailycaller.com/2025/07/01/jaguar-car-sales-europe-uk-wokeness-rebrand/
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