Jaguar sales plummet after woke rebranding
Jaguar’s sales have dropped dramatically following the company’s woke rebrand last year.
In November, Jaguar unveiled a new logo and ad campaign that replaced its masculine vibe with one that reflected radical Left ideologies like gender orthodoxy and DEI. The luxury brand removed its iconic leaping cat, rounded out its logo, and released an ad featuring multiracial androgynous people wearing brightly colored clothing. The ad, called “Copy Nothing,” contained other high-sounding taglines such as “live vivid” and “delete ordinary.” It did not feature any vehicles, prompting Tesla CEO Elon Musk to ask, “Do you sell cars?”
In April, Jaguar sold just 49 vehicles in Europe compared to 1,961 in the same month the previous year—a 97.5% drop. According to Design Rush, this is the largest year-on-year sales decline for a premium car brand in recent history.
The dramatic downturn is being attributed to the rebranding and the company’s pivot to electric vehicles despite dwindling consumer demand for EVs.
Meanwhile, other luxury car brands like BMW, Mercedes-Benz, and Audi have maintained market stability, selling up to 75,000 vehicles in Europe during April.
The reception to Jaguar’s new brand was so negative that the company launched a review of its contract with Accenture Song, the ad agency that created the campaign.
A rebranding driven by DEI
Jaguar Marketing Director Santino Pietrosanti, a homosexual who supports Black Lives Matter, proudly announced the rebranding as “a transformative journey . . . driven by our belief in diversity [and] inclusion.” During a speech at Virgin Atlantic’s Attitude Awards in November, Pietrosanti tied the new brand to the “LGBTQ+ community.”
“In a couple of weeks, you will see an all-new Jaguar turn up like never before, and we're not just talking about new cars,” Pietrosanti told attendees. “We are talking about all new ways of thinking and embracing the full spectrum of human potential and creativity, because Jaguar has always stood for fearless originality, striving to be a copy of nothing. And we believe that every person has the potential to be something unique, something original, and that's what makes us strong. And at Jaguar, we proudly stand with the LGBTQ+ community because we know that originality and creativity thrives in spaces where people are free to be themselves.
The marketing director added that “as a young gay man” it was his dream to work at a car company. He went on to boast that Jaguar had created over 15 DEI groups and had recently seen over 10,000 employees attend its annual DEI summit.
‘A Bud Lite level implosion’
Netizens reacted to news of Jaguar’s fall from grace.
“Holy moley! That's a Bud Lite level implosion. Jaguar destroyed their brand,” commented journalist Miranda Devine.
“If Jaguar had asked anybody with common sense if running this ad would destroy their brand, the answer would have been about 97.5% 'Yes', which aligns with their plunge in sales,” wrote another user.
“That rebrand was the most ridiculous thing ever,’ said another. “In the space of a 30-second commercial i watched a classy legacy brand swirl right down the drain.”
