The woke brigade is torching another legacy brand.

Jaguar, the once-mighty British car brand, known for roaring engines and sleek designs, has traded its growl for a whimper, thanks to a rebrand so out-of-touch it could only come from a DEI handbook.

The legendary British luxury car marque, is facing a catastrophic sales collapse following a controversial rebrand that critics say has obliterated its heritage.

Sales in Europe plummeted an astonishing 97.5% in April 2025, with only 49 vehicles registered compared to 1,961 in April 2024, according to the European Automobile Manufacturers’ Association.

Year-to-date sales from January to April dropped 75.1%, totaling just 2,665 cars, while global sales for the 2024/25 financial year sank to 26,862—a jaw-dropping 85% decline from 2018.

The meltdown began in November 2024 when Jaguar ditched its iconic leaping jaguar logo for a minimalist “J” design, mocked by fans as resembling a handbag clasp.

Accompanying the logo swap was a glossy ad campaign featuring androgynous models in flamboyant outfits, prancing through an alien landscape with slogans like "Copy Nothing" and "Live Vivid" – but notably absent were any actual cars.

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This move, spearheaded by BLM-supporting LGBT activist and rebrand leader Santino Pietrosanti, has been dubbed a full embrace of the gay, LGBTQ+, and BLM agenda, alienating the brand’s traditional customer base.

Pietrosanti, who bragged at the Attitude Awards about establishing over 15 Diversity, Equity, and Inclusion groups, including "Pride" and "women in engineering," declared, "At Jaguar we proudly stand with the LGBTQ+ community because we know that originality and creativity thrives in spaces where people are free to be themselves."

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He added, "We’re passionate about our people and we’re committed to fostering a diverse inclusive and unified culture… driven by a belief in diversity, inclusion, creativity, policy, and most importantly action."

Critics argue this focus has turned Jaguar into a fashion statement rather than a car company.

The rebrand, part of a three-year overhaul to pivot to an all-electric fleet by 2030, saw production of models like the XE, XF, F-TYPE, I-PACE, and E-PACE halt in 2024, leaving dealerships dormant.

Jaguar insists the sales drop isn’t tied to the rebrand, with a spokeswoman stating, "Jaguar’s transformation towards a new portfolio of pure-electric vehicles was announced as part of the Reimagine strategy in 2021. Comparing Jaguar sales to 2024 is pointless as we are no longer producing vehicles in 2025 with low levels of retail inventory available. Jaguar’s rebranding is not related to a sales decline."

Yet, the timing raises eyebrows, especially as the new $200,000 four-door GT electric vehicle faces delays until late 2025.

The backlash has been fierce.

Formula One legend Johnny Herbert called it "confusing," noting, "To take the cat off Jaguar just seems the most unbelievable marketing decision I think I have ever seen."

Nigel Farage warned the automaker risks "going bust," while Elon Musk quipped on X, "Do you sell cars?"

Branding experts like Joseph Alessio slammed it as a case study in “how not to do a rebrand,” and Nick Ede admitted he was "baffled" by the car-free ad.

The stock price tanked, and public outrage has painted Jaguar as a victim of the "go woke, go broke" curse, akin to Bud Light’s Dylan Mulvaney fiasco.

Folks, this is what happens when you let the radical left hijack a brand with a proud legacy.

Jaguar’s not selling cars—it’s selling a rainbow-colored ideology, and the market’s saying "no thanks."

Pietrosanti and his DEI cronies think they’re trailblazers, but they’ve driven this once-great company into a ditch.

The real tragedy? They’re doubling down, calling critics "vile" while their sales vanish.

Wake up, Jaguar – America, and the world, doesn’t want your woke sermon on wheels.

Will Jaguar recover, or is this the end of the road?