Jaguar stock plummets after a controversial rebrand. Jaguar’s new marketing strategy featuring vibrant colors, flamboyantly dressed actors, and gender non-conforming individuals has caused a social media storm, with critics mocking it as part of the culture war and threatening it will go “woke and broke”.
Jaguar is deliberately abandoning 90% of its current customers by targeting ultra-luxury $127,000+ cars for Millennials and Gen Z who can’t afford houses but can afford expensive cars.
Jaguar’s radical solution includes pausing all car sales in the UK, going all-electric by 2025, and launching a new identity emphasizing the British pronunciation of Jaguar, with slogans like “delete ordinary.”
Jaguar’s stock price has plummeted amid backlash, with the British luxury car brand facing a crisis due to Tesla’s dominance in the luxury EV market, rising environmental concerns, and stricter emissions regulations.
The company’s new branding campaign has resulted in instant and brutal backlash, generating over 90 million views in days and spawning thousands of memes and endless mockery.
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