The Mythical Modern Audience Also Doesn't Buy Cars

Get woke, go broke for the automotive industry. How Jaguar’s rebranding gamble triggered a 98% collapse in sales

Hollywood was putting gay story themes in everything, including children's entertainment, until they realized that they were going bankrupt. They still do that in a lot of things, but at least they know they shouldn't. The Critical Drinker compared it to an addict, who knows what they should be doing, but can't stop themselves.

The games industry followed suit with the "Story Consultants" like Sweet Baby Inc. that crushed all "hetero-normative" aspects out of any game, made the women look like the old East German women's swim team, and basically hit you over the head with progressive social ideas. They too are going out of business, or a lot of the progressive ones are.

Do I need to remind you about Bud Light?

Now we have Jaguar.

Back in November of last year, Jaguar rolled out a Progressive Rebrand, with a capital Progressive. It didn't go so well. I mean Bud Light didn't manage to erase 98% of their sales, but Jaguar did.

For decades, Jaguar stood for a blend of British engineering, performance, and luxury, an identity that helped the brand build loyalty among customers who valued refinement and heritage. But in its attempt to reinvent itself for a new era, Jaguar now finds itself facing one of the most severe sales declines seen in the European automotive market. In April 2025, the company registered just 49 vehicles in Europe, a 97.5% drop from 1,961 units sold during the same month the previous year.

If you set out to destroy Jaguar's sales, making it so that you lost 97.5% of sales, year-over-year, would be viewed as an overwhelming success. In this case, however, success isn't quite the word being tossed around.

The brand’s new identity, launched in November 2024, was meant to signal a bold pivot towards electrification and a new customer base. Instead, it left many long-time buyers alienated and failed to connect with the new audience it was hoping to attract.

Once again we have a company searching for a mythical "new customer base," and completely ignoring its heritage, and its old customers. No, not ignoring, but alienating its customers. The results are completely predictable.

As Hollywood, and the gaming industry found out, the modern audience is like Bigfoot. A lot of people talk about it, but no one has ever seen it, let alone made money from it. There are a large number of vocal people (and bots) on social media, but they don't buy your product. And they really don't buy cars.

And while it has been reported that Jaguar is searching for a new marketing agency to replace the Progressive Left Agency (can you call them insane?) that came up with this drek, the CEO who had the brainstorm to turn the brand upside down in this fashion is still on the job, though maybe that will change. ‘Jaguar stock’ tanks as Europe sales crash 97% YoY after controversial rebrand

And it isn't just year-over-year sales numbers that are down.

The damage isn’t isolated: year-to-date sales are down 75.1%, with only 2,665 vehicles sold from January through April.

The stock - Tata Motors, an Indian company, purchased Jaguar/Land Rover some time ago - is down almost 32% in the past year.

The hat tip goes to Paul Chato and his aPauling News video: Oh No Canada Day. Jag tanks. Feminist yells at ducks.

And finally, here is an update to our story from last year, about Jaguar's bold re-imagining of their automotive brand. From testosterone-fueled, race-heritage, petrol-powered, 100 years of luxury driving experience, marketed to successful men, to Teletubby obscurity, targeting sexually ambiguous customers with no money. And here is the result.

I have the video at the link set to start at the appropriate time. There is only about 2 minutes of video.