No, Jaguar Sales Didn't Tank (Just) Because of that Stupid Ad
The dextrosphere is getting excited about news that Jaguar sales in Europe have dropped 97% year-to-year, citing it as another example of “go woke, go broke,” in the wake of the bizarre “Copy Nothing” rebranding ad Jaguar ran not long ago.
Correlation is not necessarily causation, though, and most of those who are attributing Jaguar’s cratering sales to the rebranding don’t know much about the car biz beyond possibly being consumers. The truth is that much of Jaguar’s sales decline is because they have just a single model, the midsize F-Pace crossover, in their showrooms, with nothing much to distinguish it from similar vehicles from other manufacturers in a very crowded market segment. Also, the F-Pace hasn’t been refreshed since 2021, when it was restyled and the interior was upgraded. Its aluminum intensive platform dates to 2016. The Lexus RX, by comparison, got an entirely new 5th generation platform in 2023.
While it’s possible, maybe probable, that the ad campaigned turned off some of Jaguar’s existing customer base, Jaguar’s real problem is that their dealers have but a single model, and a stale one at that, to sell.
"...Jaguar’s real problem is that their dealers have but a single model, and a stale one at that, to sell."
And nothing to look forward to, either.
The very definition of "withered on the vine." As an Englishman and serial Jag owner, it's very dispiriting.