Yes, the sports-car company (used to be). Pronoun-Wielding Jaguar Boss Goes On Damage Control After Cringeworthy Woke Ad https://www.zerohedge.com/markets/pronoun-wielding-jaguar-boss-goes-damage-control-after-cringeworthy-woke-ad
I have a theory about economic signalling... people who participate in conspicuous consumption are only letting everyone know how stupid they are.
I don't see how rebranding a CAR to be woke is going to attract new customers??!!! It's a freaking CAR!!! People use it to go places, as fast as they possibly can in the most stylish exterior design and the most comfortable interior as they would like. So how can you rebrand that to be woke?? Are they saying the hood or the taillight of a car can be woke or non-woke?? Or a dashboard or the cushion of their seat can be woke? What would a non-woke window or cup-holder to be then? This is what happens when you have run of original ideas and have no idea how to make your product appealing so you hijack empty ideals to try to justify your relevance. It's quite shocking and sad. Jaguar used to stand for quality and prestige. Now it's just lost.
I would guess sales are already heading to zero. So I googled, this is US sales: 2020 21,786 -29.73% 2021 17,149 -21.28% 2022 9,668 -43.62% 2023 8,348 -13.65% 2024 must be even worse? So they are already going broke by the looks of things. They are desperate. 1.6 million people identify as transgender in the US. But how many of those can afford to own and run a Jag. Maybe they are going for the wider woke lefty market that doesn't want to buy Tesla's anymore after Musk went full on MAGA?
Cars people drive can say a lot about them. Obviously it isn't true for everyone, but if you pay attention you notice some pretty interesting trends. In the mid Atlantic area over the years I've noticed the following patterns of owners; Ferrari - older white guys loyal to the brand and most have more than one. Lambo - Young middle eastern guys drenched in bad cologne High end Porsche - middle aged guys very serious about cars McLaren - IT guys with new money Subaru cars - crunchy older liberal white people that live in the country Chrysler 300 - young black guys Dodge Charger - young rednecks or black guys Toyota Prius - liberals Ford F150 - almost always republicans Buick - old people Tesla Cybertruck - white guys in their 30s To me the Jaguar brand always had a reputation for being unreliable in the US. I think the F type is a very nice looking car and had the potential to pull them out of the dumpster, but apparently it didn't.
who wants to buy a jaguar? the cars have been insipid for 20 years. the last good jaguar was designed based on the Aston Martin db9 in 06. this is a Hail Mary.
I never got the appeal of the f-type. It was supposed to create nostalgia of the e-type but it looked like a Toyota, quality was terrible, and there was nothing special about it at 100k. I think the appeal of a Ferrari is broader than you characterize. I know lots of guys (Indians and Asians) who bought Ferraris. It symbolized a “I made it” like a Rolex. They bought it because they could.