Good day all. A few years ago, Anheuser-Busch’s marketing department did something so stupid, it’s going into schools that teach advertising exactly what not to do. They decided that making a dude in a dress their spokes thing was a great idea and would boost sales.
Last year, the car company, Jaguar, which is owned Tata Motors, (An Indian company), looked at what happened to Bud Light and thought, in the typical European way, “Hold my whiskey and observe this.” With that Jaguar announced that they were going all electric, and embracing “Diversity.” Jaguar aficionados took one look and promptly vomited. Now, Jaguar’s sales haven’t just plummeted, they have collapsed. Here are the details from the New York Post:
Jaguar sales in Europe plunged a shocking 97.5% following a botched rebrand that included a commercial featuring men in skirts to announce its upcoming pivot toward an all-electric fleet — but the cars have yet to arrive at dealerships.
I have a feeling that they never will either. Why? No one wants them.
The luxury British automaker registered just 49 vehicles in Europe in April, compared with 1,961 vehicles in the same month last year, according to data from the European Automobile Manufacturers’ Association.
Jaguars are not cheap cars. They are considered very high end, high performance vehicles and also status symbols. Jags as they are referred to, first came to the attention of the general American population in the James Bond film, Goldfinger. Since then, Jags have been in every Bond film with a few exceptions. Now, thanks to the current Jaguar management, the brand is basically, dead.
Sales between January and April plummeted 75.1%, with just 2,665 cars sold across the continent.
The stunning decline comes after Jaguar rolled out a controversial ad last November that featured non-binary models wearing a rainbow of colors with slogans like “Copy Nothing” and “Live Vivid” — but excluded any images of its sleek sports cars as it touted its transition to a fully electric, ultra-luxury company.
When those ads came out, there was first shocked silence, since no one could believe anything that idiotic could be real, followed by utter derision. Just how bad were the ads? See for yourself.
The uproar over the “woke” ads was likened to Bud Light’s bizarre 2023 partnership with transgender influencer Dylan Mulvaney, which led to a boycott of America’s best-selling beer and severely damaged the brand.
That fiasco was compared to the Schlitz Brewery add that was basically, “Drink Schlitz or we’ll kill you.” That ad campaign killed Schlitz, once one of the most popular brands in the country. The only reason Budweiser hasn’t completely failed is due to the size of the holding company. They got rid of the entire marketing team and have been trying to rebuild.
However, the collapse in sales can mostly be attributed to the delay in releasing its flagship model, a four-door GT. The EV, expected to cost around $200,000 won’t be out until late 2025, according to India-based The Economic Times. Making matters worse, Bloomberg reported that the company has effectively “gone dormant” this year as it phased out all of its gas—and diesel-powered models ahead of time, leaving dealerships empty.
That is the worst thing any company can do. You have to have product available to sell. If people can’t buy something, they will move on to something else. You won’t be getting them back any time soon, or at all in many cases.
Jaguar’s EV pivot and ad campaign were seemingly intended to attract younger customers, but it instead drew sharp criticism from industry experts, dealers, and longtime fans as the iconic company failed to halt a slide in sales.
The problem with EV’s is simple. It’s a dead end technology, Tesla be damned. People don’t want them for a number of reasons, several of which is the recharging time and the range. About the only good thing about electric cars is just how fast they can accelerate. They can rival or surpass internal combustion engines, at least until the battery goes flat.
Jaguar is no longer a British company. It had been owned by Ford, but they unloaded it to Tata Motors in 2008. I honestly don’t know what Tata’s upper management was thinking when they let the Jaguar move in the direction they did. I don’t think Jaguar is long for the automotive world. All they can do is shut down for five or more years and spend that time completely overhauling the designs and management back to something people will actually buy. Otherwise, Jag will no long be appearing in any future Bond films. (Which itself is rumored to be on the DEI track)
Thatisall
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