Forget 'Go Woke, Go Broke' - Jaguar Went Stupid Instead

https://pjmedia.com/vodkapundit/2025/07/01/forget-go-woke-go-broke-jaguar-
went-stupd-n4941331

Pity poor Jaguar. The British-based luxury and performance carmaker has 
had a rough go of it this century, but nothing could prepare anyone for 
the most bone-headed move in corporate history — and I don't mean Jaguar's 
woke "Reimagine" ad from late last year.

Let me bring you up to speed.

As recently as 2018, Jaguar sold 180,833 cars annually. Last year, they 
sold fewer than 33,000. In April — the most current sales figures 
available — Jag sold just 49 cars in the massive UK/Europe market. U.S. 
sales figures aren't available yet, but they aren't any better. 

Jaguar went from selling 1,961 cars a month to 49 in just six years. I'm 
no car industry expert, but that looks pretty bad to me. 

"This 97.5% plunge marked one of the steepest declines for a premium 
carmaker in recent history," Design Rush just reported. But I have to ask, 
is that really in recent history or is it ever?

The company understood that something had to change, and in November, it 
revealed its "Copy Nothing" rebranding. If you missed it then, don't miss 
it now:

aguar
@Jaguar
·
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Copy nothing. 

#Jaguar

https://twitter.com/i/status/1858800846646948155

I mean, the company had to try something after years spent watching sales 
swirl down the toilet. But I don't hesitate to remind you that just 
because something must be done, that doesn't mean they had to go and do 
this particular (and particularly stupid) thing.

"Copy Nothing," with all its bored-looking gender-fluid whatever people 
and zero cars, came at the second-worst possible time, too — just as 
consumers and corporations turned 180° away from the woke stuff.

And yet, I must remind you, that is the least of the company's troubles. 
Because while some of my conservative friends saw Jag's latest sales 
figures and posted endless variations on "Go woke, go broke," that's not 
what happened.

Charles V Payne
·
Jun 30, 2025
@cvpayne
·
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Remember that Jaguar rebranding (the creepy one)?

John Hawkins
@johnhawkinsrwn
·
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Wait....are you trying to tell me that this group of people doesn't appeal 
to Jaguar's target audience?

https://pbs.twimg.com/media/GuuNfPsW4AAs16s?format=jpg&name=360x360

John and Charles are sharp guys, but it looks like they didn't read past 
the headlines. 

Jag's nosedive isn't because of the brand's woke rebranding, although it 
does stem from the same mindset — one they'll teach in business schools 
for decades as an example of what not to do.

You see, Jaguar stopped selling cars because they stopped making them:

This dramatic drop coincided with Jaguar’s effort to reinvent itself as an 
all-electric luxury marque.

Under the “Reimagine” plan introduced in 2021, the company halted internal 
combustion model production in anticipation of an EV relaunch set for 
2025–2026.

By late 2024, Jaguar suspended sales in the U.K., leaving dealerships with 
almost no inventory.

"Heading into 2025," the report concluded, "Jaguar had phased out nearly 
every vehicle in its lineup: the XE and XF sedans, F-Type sports car, E-
Pace, and I-Pace crossovers."

Other European luxury carmakers slowly introduced EV models into their 
lineups, while adjusting production and expectations as EV adoption slowed 
in recent years. Jag spun down its ICE cars before it could spin up EV 
production.

Remember when Coca-Cola switched to New Coke that tasted more like Pepsi? 
This is like Coca-Cola switching to New Coke but then not making any to 
put on store shelves or in soda fountains.

Jaguar: "We have this exciting new electric car!"

New Customer: "Amazing, I love it. Where can I buy one?"

Jaguar: "You want to what?"

Maybe there is a sizable enough market for all-electric luxury cars for 
weirdos you wouldn't trust near your kids. Maybe! But if you're going to 
market to those folks, it helps if you have a product ready to sell them. 

Recommended: NYC’s New Marxist Star Wants to Seize the Means of Production


-- 
November 5, 2024 - Congratulations President Donald Trump.  We look 
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We live in a time where intelligent people are being silenced so that 
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