Woke croaks: Jaguar sales plunge after bizarre non-binary rebrand
Jaguar’s sales in Europe have plunged dramatically, with only 49 vehicles registered in April 2025, a 97.5% drop from the 1,961 units sold in the same month the previous year.
Jaguar’s European sales plummeted by 97.5% and year-to-date figures show a 75.1% decline in sales, with just 2,665 units sold from January to April 2025. Globally, Jaguar‘s performance dropped sharply from 180,833 units in 2018 to 26,862 units in FY24/25, holding a market share of just 0.1% in both Australia and the U.K.
These sales figures follow Jaguar’s bold rebrand in November 2024, which departs from its traditional identity. The luxury automaker unveiled a new logo and advertising campaign that notably excluded depictions of cars, instead featuring androgynous models in vibrant attire, with slogans like “Copy Nothing” and “Live Vivid,” positioning Jaguar as a modern, inclusive brand.
Critics slammed Jaguar’s rebrand for straying too far from the brand’s performance-focused roots, accusing it of pandering to a “woke” agenda. Even Elon Musk voiced his displeasure with the rebrand, and some critics asked whether the brand was still relevant to traditional, high-performance car enthusiasts.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
In the first quarter of 2025, BMW, Mercedes-Benz, and Audi also faced challenges in the European market but managed to maintain competitive positions. BMW reported a 32.4% increase in fully electric vehicle (EV) sales compared to the same period in 2024, despite a 9% decline in overall 3 Series sales.
Mercedes-Benz experienced a 7% drop in total vehicle deliveries, with a 10% decline in Europe, while its electric vehicle sales decreased by 10% to 45,500 units. Audi’s European deliveries slightly decreased by 0.7%, but its electric vehicle sales surged by 50.4% compared to the previous year.
Jaguar did not immediately respond to the Daily Caller News Foundation’s request for comment.
Content created by The Daily Caller News Foundation is available without charge to any eligible news publisher that can provide a large audience. For licensing opportunities of our original content, please contact licensing@dailycallernewsfoundation.org.