JAGUAR sales have plummeted 97.5 per cent after the car manufacturer faced fierce backlash over their woke pink “rebrand”.
The iconic British motor giant sparked outrage in November when it launched a glossy ad campaign with bright colours and catwalk models.
Jaguar unveiled a controversial new concept car leaving the motoring world divided[/caption]
Jaguar Land Rover’s controversial rebrand, featuring bright colours, catwalk models, and a pink concept car, sparked a fierce backlash[/caption]
Soon after, it unveiled the bizarre Type 00 concept car – a large, pink grand tourer – as well as a much-maligned new logo and badge.
The likes of Nigel Farage and even Elon Musk led the critics, with Farage describing it as “woke” and warned the automaker risked “going bust” due to its new design choice.
Now, it has been revealed that Jaguar sales in Europe have plunged 97.5 per cent following the botched rebrand.
The luxury British automaker registered just 49 vehicles in Europe in April, compared with 1,961 vehicles in the same month last year, according to data from the European Automobile Manufacturers’ Association.
Meanwhile, Jaguar sales between January and April plummeted 75.1 per cent, with just 2,665 cars sold across the continent.
Globally, Jaguar sold just 26,862 vehicles for the 2024/25 financial year – an 85 per cent drop compared to 2018.
However, Jaguar has insisted the rebrand has “nothing to do” with its mammoth fall in sales.
When the 30-second ad was first unveiled, flashing up a number of slogans, including “live vivid”, “delete ordinary” and “copy nothing”, fans on social media were not happy.
And the controversial ad excluded any images of its sleek sports cars as it touted its transition to a fully electric, ultra-luxury company.
The scrapping of the well-known big cat badge in favour of a geometric ‘J’ design also drew fierce criticism.
At the time of release, one Facebook user commented: “If I wasn’t sure before, now I’m convinced Jaguar have completely lost the plot. This woke nonsense won’t gain anything.”
Another said: “As someone who worked for this iconic brand up until production cessation in June it really does sadden me to see the direction the company has decided to take.”
Elon Musk also turned the knife on X, simply asking Jaguar “‘Do you sell cars?”
But the sales slump may not be as catastrophic as it first appears.
As part of Jaguar’s refresh, the car firm intentionally stopped producing cars at the end of 2024, a move which stretched into 2025.
The manufacturer is currently seeking to bring in a new range of entirely electric vehicles, which were due for release this year.
Defending the news, Jaguar said it was “pointless” to compare figures for 2024 and 2025 as it was seeking to move to its all-electric model and insisted the company’s rebranding was “not related to a sales decline”.
A spokeswoman said: “Jaguar’s transformation towards a new portfolio of pure-electric vehicles was announced as part of the Reimagine strategy in 2021.
“JLR always envisaged a period when the current range would ‘no longer be on sale’ before the introduction of the new Jaguar collection.
“Production of XE, XF, F-TYPE, I-PACE and E-PACE all came to an end in 2024 as part of that transition.
“This strategic ‘sunset’ of the product range is going to plan and will allow Jaguar to transform and reposition the brand for the future.
“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.”
CH-CH-CHANGES
Jaguar’s wild transition has long been on the cards.
Last year, executives made the call to discontinue their flagship petrol motors, including the XE, XF and F-Type, as well as E-Pace and I-Pace EVs.
Indeed, only the F-Pace will continue into 2026 – although it’s been pulled from the UK market along with the rest of the aforementioned models.
Jag then plans to fully relaunch next year as an all-electric brand, selling high-end, zero-emissions cars badged with its redesigned logo.
To that end, the company has invested heavily in new designs, concept cars and other ads to go with the reveal.
Defending the campaign last year, JLR’s Managing Director Rawdon Glover said to the Financial Times: “If we play in the same way that everybody else does, we’ll just get drowned out.”
Jaguar’s new pink EV was slammed as ‘just a woke Tesla’[/caption]
Equally divisive was the decision to change the brand’s iconic logo[/caption]
Jaguar’s journey to reinvention continues to spark online debate and controversy[/caption]
