Jaguar's a famous old name in British automobiles. I remember looking at one when I was a very young man - I don't remember the model or year of the car, which belonged to my buddy's uncle. But I do remember boggling at the V-12 engine.
Recently, though, Jaguar succumbed to the woke virus, launching a pastel-themed androgynous ad campaign to push their new line of green vehicles. Suffice it to say that the reception wasn't great. I mean, just look at what some marketing imbecile thought was a good idea:
Read More: Sporting Luxury, Losing Sales? Jaguar Sales Plummet After Woke Rebranding
Jaguar now seems to be partially rolling this back, and that's a good thing. But remember that word, partially.
Jaguar Land Rover (JLR) is exploring plans to develop a new petrol-powered engine after coming under fire over a controversial “woke” rebrand.
The company is reportedly drawing up proposals for a vehicle powered partly by a combustion engine, despite earlier pledges to go “all electric”.
The new car, which is said to be in the early stages of development, would be classed as a “range-extended electric vehicle”, which uses a small petrol engine to charge the main battery powering the vehicle.
But hold your horses - or your big predatory cats. Jaguar hasn't gone completely unwoke yet. This isn't a big, tough V-12 they are dropping in these new Jags. It's a hybrid, and looks to be an anemic one, at that. Oh, I know, electric motors put out a surprising amount of torque and can be pretty quick; but if I'm looking for a high-performance sports car, then I want the steady, reliable rumble of a powerful gasoline-powered motor under the hood.
Is Jaguar really missing the market cues that badly? Their latest concept car apparently looks like something out of a Barbie cartoon. We can only hope their advertising is not so morbidly clueless, although I wouldn't bet a penny, or a farthing, or a groat, or whatever the Brits use for the smallest measure of currency on it.
Jaguar, of course, isn't alone in this; products from Bud Light to Cracker Barrel have been infected with the woke virus, and at least some of them have recovered. But Jaguar? It's as my grandfather used to say: You can teach 'em, but you can't learn 'em.
Read More: They Tried to Emaciate a Beloved Brand and Awakened a Giant
Under its “Reimagine” programme, JLR has been phasing out older Jaguar models, with plans to move to a new electric line-up.
However, its strategy has faced criticism, with an advert for the relaunch in late 2024 branded “woke” after it featured a cast of androgynous-looking models but no cars.
It later unveiled a pink concept car which was mocked for its Barbie style and likened to the FAB 1 car driven by Lady Penelope in Thunderbirds.
Well, it seems they haven't learned yet. Or have they? Britain's auto market is unlike ours. You don't see many big, honkin' F-350 diesels over there, like my massive Behemoth. Driving expectations are different. What Americans think of as a pleasant drive to the neighboring state for lunch is an arduous journey to the Brits on their little island. And let's not even go into the state of British manhood, who have allowed their country to suffer a Third World invasion after apparently leaving their vertebrae somewhere in Kent.
Get woke, go broke, well, here in the United States, that's still a good rule. In Europe? Maybe not. Let's hope the blokes at Jaguar figure it out.
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