Jaguar Bud Lighted Themselves
Jaguar, once the embodiment of British automotive prestige, has managed to do what few thought possible: it Bud Lighted itself right into irrelevance. For decades, Jaguar was synonymous with refinement, heritage, and a certain understated power that drew loyal customers who appreciated tradition and engineering excellence. But in a stunning act of corporate self-sabotage, Jaguar’s leadership decided to throw all of that away in a desperate bid to chase a demographic that never wanted them in the first place.
In November 2024, Jaguar unveiled a rebranding campaign so tone-deaf it could serve as a case study in what not to do. Gone was the iconic leaping jaguar, a logo recognized the world over. In its place, a bland, minimalist nameplate. The advertising blitz that followed was a masterclass in confusion: abstract visuals, androgynous models in bizarre, conceptual settings, and slogans like “Copy Nothing” and “Delete Ordinary.” Not a single car in sight. That’s right—Jaguar, a car company, ran ads without showing a single vehicle.
The intent was clear: ditch the loyal, affluent customer base that had supported Jaguar for generations and try to lure a younger, urban, design-obsessed crowd. The result? Jaguar alienated its core buyers and failed to attract the new audience it so desperately wanted. Social media naturally lit up with ridicule.
When Jaguar’s new marketing director Santino Pietrosanti took the stage at the 2024 Virgin Atlantic Attitude Awards, it became painfully obvious why the iconic British carmaker seems determined to drive itself straight off a cliff in the name of wokeness.
“At Jaguar, we are passionate about our people,” Pietrosanti proclaimed, launching into a corporate sermon on diversity, inclusion, and “authentic selves.” He went on to gush about how Jaguar is on a “transformative journey” fueled by DEI initiatives, “creativity,” and “action”—complete with 15 internal identity-based groups like “Pride,” “Women in Engineering,” and “Neurodiversity Matters.” Yes, really.
This is the same self-congratulatory, woke virtue-signaling nonsense that led Bud Light to partner with Dylan Mulvaney in a move that alienated its core customers and torched its brand reputation. Instead of learning from that multi-billion-dollar marketing disaster, Jaguar didn’t just follow their lead; they went even further and expected an entirely different outcome.
And the cherry on top? Jaguar’s big vision for the future wasn’t about engineering excellence, performance, or innovation. It was about “embracing the full spectrum of human potential and creativity.”
Translation: less horsepower, more identity politics.
And, as we all suspected would happen, fewer sales.
Once a brand known for sleek design and luxury performance, Jaguar now wants to be known as the industry’s DEI thought leader. This isn’t just marketing fluff—it’s the soul of the company being rewritten in the language of the woke left. And unless something changes fast, it won’t just be the brand’s identity that gets lost—it’ll be the company itself.
In April 2025, Jaguar managed to sell a grand total of 49 vehicles in Europe. That’s a 98% collapse from the previous year, a nosedive so severe, it makes Bud Light’s troubles back in 2023 look like a minor blip.
This is what happens when a brand decides to wage war on its own identity. Jaguar’s leadership believed they could simply erase decades of tradition and expect customers to follow them off a cliff. They forgot the first rule of branding: know your audience and respect what brought you to the dance. Porsche managed to go electric without abandoning its soul. Jaguar, on the other hand, tried to become something it never was, and the market responded by turning its back.
The lessons here should be obvious, but apparently they’re not to the folks running Jaguar. Rebranding isn’t about erasing your history; it’s about building on your strengths. If you launch a flashy new campaign, you’d better have products to back it up. And above all, don’t insult the people who made your brand what it is. Move too far, too fast, and you risk losing everything.
If Bud Light’s spectacular implosion wasn’t warning enough, Jaguar’s collapse should make it crystal clear: go woke, go broke. When a company tosses its legacy in the dumpster to chase imaginary audiences and fleeting trends, the fallout is both swift and brutal. Jaguar now faces the nearly impossible task of rebuilding trust—if there’s even a path back. Until then, it stands as the latest entry in the growing list of self-inflicted corporate disasters, right alongside Bud Light.