Following The “Woke” Campaign, Jaguar Is No Longer Sold

Jaguar’s sales in Europe have dropped nearly 98%, the lowest in the brand’s modern history. In April 2025, only 49 vehicles were registered, down from 1,961 the previous year. From January to April, total sales declined by over 75%, with just 2,665 vehicles delivered.

May wasn’t much better, showing a 93.6 percent drop. Overall, sales are down 77.8 percent year-to-date compared to 2024, according to the European Automobile Manufacturers Association.

This is one of the fastest and deepest sales declines for an established automaker in a decade, just as Jaguar is trying to redefine its identity through a full transition to electric vehicles and a radical rebranding.

“Woke” car-free campaign

The November 2024 marketing campaign drew widespread criticism for featuring non-binary models in bright colors and slogans like “Copy Nothing” and “Live Vivid,” but without showcasing any cars. Intended to promote Jaguar as a progressive, luxurious, and electric brand, it ultimately had the opposite effect.

The public quickly compared the campaign to the case of Bud Light in 2023, which faced a boycott after collaborating with a transgender influencer. Many have rated Jaguar’s campaign as a marketing failure, reports Index.

However, the problem is deeper…

Experts believe that the primary reason for the drop in sales is the shortage of cars, despite the negative publicity from the controversial campaign. In 2024, Jaguar discontinued all petrol and diesel models, leaving showrooms nearly empty. The first luxury electric GT won’t be available until late 2025 and is expected to cost around $200,000.

At the same time, well-known models such as XE, XF and F-Type were removed from the offer, while only the SUV F-Pace is still in production. This practically disappeared the entire range of vehicles that had been the mainstay of the brand for years.

Jaguar has been in decline for years: from over 180,000 vehicles sold globally in 2018 to just 26,862 in fiscal year 2024/25. The new direction, focused exclusively on luxury electric vehicles, has so far not aroused the interest of buyers.

Jaguar’s UK market director defended the campaign, claiming its message was “lost in the flames of intolerance.” However, neither loyal fans nor new customers have embraced the brand’s new philosophy. Without new models to fill gaps in its lineup, Jaguar risks becoming just another brand that has failed due to unrealistic ambitions.

• Also See: Hundreds Of Relatively New Cars Are Discarded By Jaguar