Get Woke, Go Broke: Jaguar Sales Plunge Amid Woke Rebrand

This week Jaguar released an ad that seemed to be more about wokeness than cars. (@Jaguar / X screen shot)

British luxury car manufacturer Jaguar is teetering on the edge of oblivion, grappling with a 97.5% plunge in global sales, the most catastrophic decline in its storied history.

The culprit? Their “Reimagine” strategy, a headlong dive into the woke abyss that’s alienated their core clientele.

While other firms quietly dial back their DEI excesses, Jaguar doubled down, unleashing...