Jaguar is heading for oblivion
The headlines wrote themselves. ‘Go woke, go broke!’ said the Daily Mail, and ‘Sales Plummet’, said the Sun. Only a few months after its controversial rebrand, with the launch of a bright pink ‘Barbie-mobile’, we learned today that Jaguar’s sales are down by 97.5 per cent across Europe. In reality, the story is a little more complex, but even so, what was once one of the greatest car companies in the world is giving a masterclass in brand destruction. It would be better to sell it off to the Chinese than to continue under its current management. It makes Telsa’s collapse after Elon Musk joined the Trump administration look mild by comparison.