Jaguar’s effort to sell new models of unreliable, electric vehicles while rebranding as a modern, inclusive lifestyle brand has aligned with a drastic 97.5% drop in European sales, with only 49 vehicles registered in April 2025 compared to 1,961 the previous year. Motor1 reveals year-to-date sales from January to April 2025 fell 75.1% to 2,665 units. Globally, sales plummeted from 180,833 in 2018 to 26,862 in fiscal year 2024–2025, with a mere 0.1% market share in Australia and the U.K., according to LinkedIn analysis.

The November 2024 rebrand introduced a vehicle-free ad campaign featuring androgynous models and bold fashion, alongside slogans Copy Nothing and Live Vivid, shifting from Jaguar’s high-performance roots to emphasize woke values and gender inclusivity.

Forbes noted that Jaguar’s rebrand ad faced widespread ridicule on Instagram, with nearly all top-liked comments on the post being critical, including the most popular comment, liked over 13,000 times, stating the company killed a British icon.

The executive leading Jaguar’s woke rebrand, Santino Pietrosanti, is a self-styled, New York-based marketing guru who was hired by the company last year as Jaguar’s UK Brand Director. He will now be infamous for destroying Jaguar’s reputation, that took a little over 100 years to attain, in less than a year.

It’s no surprise that social media users quickly drew parallels between Jaguar’s new ad and Bud Light’s puzzling April 2023 choice to collaborate with transgender influencer Dylan Mulvaney to market a product long favored by working-class, everyday, and distinctly non-woke consumers.

Jaguar sales haven’t sunk, they’ve literally crumbled. Anyone who saw Jaguar’s rebrand launch last fall could have foreseen the company’s current crisis. Nigel Farage did.