British luxurious automotive producer Jaguar is teetering on the sting of oblivion, grappling with a 97.5% plunge in international gross sales, probably the most catastrophic decline in its storied historical past.
The offender? Their “Reimagine” technique, a headlong dive into the woke abyss that’s alienated their core clientele.
Whereas different corporations quietly dial again their DEI excesses, Jaguar doubled down, unleashing a teaser advert showcasing “gender-fluid” fashions prancing round in outlandish, avant-garde garb. It’s a far cry from the modern sophistication that when outlined the model, and the backlash has been ferocious.
The vehicles themselves are a pastel-colored fever dream, drenched in Miami-inspired hues like cotton-candy pink and seafoam inexperienced. Whether or not Jaguar will deign to supply the market’s most well-liked colours, black, white, silver, or gray, stays a thriller, however their silence on the matter speaks volumes.
These are the shades that dominate the high-end market, but Jaguar appears content material to thumb its nostril at conference. The result’s a lineup that appears extra like a Delight parade float than an emblem of British automotive status.
Jaguar’s repute as the head of class has been obliterated, changed by a futuristic aesthetic that’s break up their fanbase down the center. The Gateway Pundit beforehand reported on their ghastly concept cars, which are actually headed towards manufacturing, set to hit showrooms in late 2025 and summer season 2026.
The flagship GT is slated to begin at a wallet-shattering $200,000, with the remainder of the lineup priced between $115,000 and $160,000. These aren’t vehicles for the discerning elite however for the Instagram-addicted nouveau riche.
The EVs have turn out to be a laughingstock on X, the place customers mercilessly roast their garish designs and inflated value tags. But, Jaguar is stubbornly clinging to its imaginative and prescient. The corporate has axed manufacturing of its flagship fashions, the XE, XF, E-Tempo, I-Tempo, and the beloved F-Sort, leaving sellers with dwindling stock and cratering gross sales. This scorched-earth pivot to an all-EV, ultra-luxury model is proving to be a high-stakes gamble for the British automaker.
Jaguar’s executives are banking on capturing a youthful, extra various international viewers, however analysts are sounding the alarm. The ultra-luxury market isn’t populated by Gen Z trendsetters; it’s the area of seasoned affluence, consumers who worth heritage over hashtags.
Jaguar’s tone-deaf rebrand ignores this actuality, chasing a demographic that’s extra prone to splurge on crypto than a six-figure sedan. On their investor-day name, the corporate triumphed a 110% spike in net visitors, as if clicks translate to gross sales. It’s a determined spin, and the market isn’t shopping for it.
The outdated adage “Go Woke, Get Broke” hangs over Jaguar like a storm cloud. Their embrace of identification politics and garish aesthetics is remodeling a once-revered model right into a cautionary story. As they hemorrhage clients and credibility, one wonders if Jaguar’s management will get up earlier than the corporate careens off the cliff. For now, they’re flooring the accelerator, pedal to the steel, straight into irrelevance.
