Jaguar's Woke Suicide Note: The Democrat Party on Four Wheels

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Last week, we watched American Eagle sell out of jeans after running ads 
featuring blonde, white Sydney Sweeney, which for some indecipherable 
reason triggered a tsunami of liberal virtue-signaling. But a quiet 
counterpoint story emerged around the same time. Car and Driver ran the 
article under the generous headline, “JLR CEO Adrian Mardell to Step Down 
Ahead of the Brand’s Contentious Rebrand.” In other words, the CEO 
suddenly and unexpectedly quit. Rats and ships and so forth. But also: so 
much more.

Jaguar’s “rebrand” was horrifying enough. Jaguar plans to “transition” its 
iconic luxury brand to a single, electric model, shown above in pink, 
which is the main color pushed in all the company’s promo pictures. But 
the new model isn’t even out yet. Instead, Jaguar’s problems are better 
compared to Bud Lite, except —if you can imagine it— even worse.

According to the New York Post, Jaguar sales in Europe flatlined— by an 
astonishing 98% drop. That’s not a typo. They only sold 49 cars in all of 
Europe in April, which compares unfavorably to the 2,000 sold last April, 
2024.

The company’s woes are being blamed on its much-ballyhooed “re-brand.” 
This year, the ultra-luxury carmaker also “transitioned” to a new 
marketing campaign. If you thought Dylan Mulvaney was a bad idea, the 
Jaguar managers said, “hold your lite beer and watch this.” They green-
lighted a series of ads featuring “colorful characters” and no cars. The 
ads are indescribably painful to watch. See for yourself:

https://youtu.be/rLtFIrqhfng

Watching that ad feels like slowing down to inspect a highway collision. 
You can’t help it, even though what you are looking at keeps getting 
worse. What I’d most like to know is how much Jaguar paid for that ad 
campaign. I’m beginning to suspect I am in the wrong line of work. 
Whatever they paid, it was too much.

I guess Jaguar decided its new electric customer base is flamboyant 
transexxuals. This lesson in marketing self-destruction is remarkably 
similar to Bud Lite’s incomprehensible decision, since Jaguar’s classic 
market actually trends very conservative: people who value iconic, 
traditional, understated luxury brands with a cherished historical 
aesthetic. Think wood-trim dashboards, Connolly leather, and Le Mans 
racing victories.

Ironically, the campaign is titled, “Copy Nothing,” but the ad copies the 
most tired visual tropes of 2020s progressivism and features characters 
who are all the same —gender confused— but in different neon colors. 
Ironically, it’s not even individualistic. At best, the ads illustrate 
tribal conformity.

If Jaguar is reacting at all, it’s reacting slowly. In March, Jaguar 
announced it was “reconsidering” its relationship with its PR firm, 
Accenture Song. But so far, the creatives remain in place, and the ads 
still race into oblivion on the automaker’s official platforms. Even CEO 
Martell, who just quit, plans to continue through the end of the year. Say 
what you want about Bud Lite, but that company reacted at lightspeed 
compared to this.

There’s much we could say. We could compare Jaguar’s self-immolation to, 
not just Bud Light, but American Eagle’s even more “transgressive” —but 
commercially successful— Sydney Sweeney campaign. Instead, let’s consider 
the cultural moment itself.

In 2019, men painting their nails and wearing dresses to the Oscars was 
edgy. But in 2025, saying “boys and girls are different” is even edgier. 
Real rebellion now looks like dad jokes, beards, dresses, eating meat, and 
practicing monogamy. What changed?

It was Covid. Covid was the great pivot. The blast crater at the center of 
the radical cultural revolution between 2019 to 2025 is shaped like a 
spike protein. Covid wasn’t the direct cause; it was the accelerant, the 
revelator, the institutional unmasker. Pandemic stress tore the mask off 
the machinery behind the narratives, revealed what elites actually think 
of normal people (the “herd”), and taught millions to doubt what they’re 
told.

Politically, covid fractured the traditional left-right axis. Democrats 
were exposed as liars; the party was not, in fact, the party of working 
people, it was the party of the jab-or-terminate policy. It did not 
actually believe that “a woman has a right to choose” or “my body, my 
choice,” not when it came to forced injections of experimental drugs. 
Instead, a virus revealed that Republican libertarianism protected 
individual rights, whereas Democrats think individual rights are more like 
privileges to be suspended when they become politically inconvenient.

Even now, the Democrat brand is “resist authority,” but ironically it 
still aligns with every traditional institution.

Covid made the impossible possible. The exposure of the Democrats’ real 
brand paved the way for the Supreme Court to overturn Roe v. Wade and 
greased the skids for Trump’s re-election. So in a sense, Jaguar’s 
misguided ad campaign mirrors the modern Democrat party.

Jaguar’s goofy, neon-hued, conformist ad campaign doesn’t just mirror the 
aesthetic of the modern Democratic Party. It mirrors the Donkey Party’s 
entire operating delusion: the belief that symbolic identity signaling can 
substitute for substance, that moral preening is persuasive, that 
delivering useful products is just a distraction, and that the audience 
will never notice the contradiction between words and actions.

Can you see it? The trajectory between the covid crisis, Syndey Sweeney’s 
tight genes, Trump’s hyper-masculine tariffs, and the DOJ restoring the 
merit-based civil service exam? It’s a straight line. It’s the ultimate 
covid miracle: the crisis that was supposed to lock down humanity ended up 
unlocking reality.

https://floppingaces.net/most-wanted/jaguars-woke-suicide-note-the-
democrat-party-on-four-wheels/