Biz Sales CRASH 97% After WOKE Overhaul

Declining graph Benjamin Franklin and Statue of Liberty background

Jaguar’s sales in Europe just collapsed by an astonishing 97% after the company swapped classic luxury for a nonbinary “woke” rebrand—raising the question: how much further can companies push leftist agendas before their customers say “enough” and walk away?

At a Glance

Jaguar’s European sales nosedived 97.5% in April 2025 after a radical rebrand and LGBTQ+ marketing blitz.
The company’s “Copy Nothing” campaign spotlighted nonbinary models and virtue-signaling, but not a single car.
Public support for Pride-themed corporate campaigns has dropped worldwide, with fewer brands daring to go “woke.”
Major Pride Month events, like WorldPride DC, saw record-low attendance and revenue amid rising backlash and safety fears.

Jaguar’s Radical Rebrand: A Masterclass in How to Alienate Your Own Customers

Jaguar, once the gold standard of British luxury and engineering, has apparently decided that selling cars is passé. The brand’s much-hyped “Reimagine” campaign, rolled out in late 2024, marked a sharp pivot away from its roots. Out went the classic legacy models that defined Jaguar’s reputation for decades. In their place? A new marketing blitz that had more to do with pushing the latest Diversity, Equity, and Inclusion (DEI) mantras than with showcasing actual vehicles. The infamous “Copy Nothing” ad campaign, launched just in time for Pride Month, featured a parade of nonbinary and androgynous models—but, bafflingly, not a single Jaguar car. That’s right: a car company running ads with no cars. Who could have guessed this wouldn’t end well?

The result? Jaguar’s sales in Europe collapsed by a jaw-dropping 97.5% in April 2025, selling a measly 49 cars compared to 1,961 the previous April. As the numbers rolled in, even the most committed DEI evangelists struggled to spin this as anything but a disaster. For Jaguar’s traditional, affluent customer base—many of whom value the brand’s heritage and conservative styling—this woke transformation was a bridge too far. Instead of drawing in new buyers, the campaign managed to alienate loyalists and generate little enthusiasm from supposed new audiences. Meanwhile, executives insist they’re simply “aligning with modern values.” The only alignment happening here is with bankruptcy court.

Pride Month 2025: The Hangover After the Corporate Party

This year’s Pride Month, once a major fixture on the corporate calendar, was a shadow of its former self. WorldPride DC, the supposed crown jewel of LGBTQ+ celebrations, mustered just a third of its projected attendance and revenue. Local officials blamed “a climate of fear” for the shortfall, but the reality is clear: after years of performative “rainbow-washing” and virtue-signaling, the public’s appetite for these campaigns has waned. Ipsos’ 2025 Pride Survey shows global support for brands pushing LGBT rights has dropped from 49% in 2021 to 41% in 2025. Companies that once raced to outdo each other with rainbow logos are now running for cover, scared off by the very backlash they helped create. For many Americans, especially those tired of having their values trampled in the name of “inclusion,” it’s a welcome reprieve.

Meanwhile, other brands are taking notes. After watching Bud Light and Target get torched by consumers for similar stunts, you’d think corporate America would learn: go woke, go broke isn’t just a punchline—it’s a business reality. And for Jaguar employees and dealers, the fallout is immediate: plummeting sales, looming layoffs, and a brand identity crisis that’s become a cautionary tale for the entire auto industry.

The Broader Backlash: Corporate America Reconsiders Its “Woke” Obsession

Jaguar’s implosion is only the latest episode in an ongoing saga. The message is clear: when corporations forget their customers in favor of chasing social media clout or pandering to activist consultants, they pay the price. Industry experts warn that abrupt, poorly communicated shifts in brand identity rarely end well—especially when they spit in the face of the values and traditions that made these brands successful in the first place. While some advocates argue that “authentic” support for LGBTQ+ rights can build long-term loyalty, it’s hard to see any authenticity in a campaign that ditches core products and values overnight for whatever trend is hot on TikTok. The result? A mass exodus of traditional buyers and a future that looks as empty as Jaguar’s April sales report.

For other automakers and consumer brands, Jaguar’s experience is a flashing red warning light: ignore your customer base and embrace radical rebranding at your own risk. The era of mindless “woke” bandwagoning appears to be over. Maybe now, finally, corporate America will remember that its job is to serve customers—not lecture them.