🚨 GO WOKE, GO BROKE 🚨
Jaguar Land Rover rebranded itself with woke slogans like “delete ordinary” & “live vivid.”
Now it’s shut down by a massive cyberattack, mocked by hackers, and facing chaos in its factories.
You can’t make this stuff up. 🧵
Jaguar Land Rover rebranded itself with woke slogans like “delete ordinary” & “live vivid.”
Now it’s shut down by a massive cyberattack, mocked by hackers, and facing chaos in its factories.
You can’t make this stuff up. 🧵
2/ This used to be a company that ran ads with lines like:
➡️ “The 12-cylinder animal”
➡️ “Nobody’s pussycat”
Bold. Rugged. Masculine.
Now? Neon catwalks, drag-queen haircuts, and a Barbie-pink Range Rover.
The brand forgot it makes cars! Worse: it forgot who buys them.
➡️ “The 12-cylinder animal”
➡️ “Nobody’s pussycat”
Bold. Rugged. Masculine.
Now? Neon catwalks, drag-queen haircuts, and a Barbie-pink Range Rover.
The brand forgot it makes cars! Worse: it forgot who buys them.
3/ Executives poured millions into “diversity rebranding”…
…but forgot about cybersecurity.
Hackers exploited an obvious flaw, breached systems TWICE in 6 months, and mocked JLR publicly:
“It was EASY.”
That’s not just embarrassing. It’s dangerous.
…but forgot about cybersecurity.
Hackers exploited an obvious flaw, breached systems TWICE in 6 months, and mocked JLR publicly:
“It was EASY.”
That’s not just embarrassing. It’s dangerous.
4/ Result?
🚫 Car production halted across the UK.
🚫 Dealerships can’t get parts.
🚫 1.4 MILLION Jaguar & Land Rover drivers left hanging.
🚫 Workers told to stay home.
JLR took its eye off the ball. This isn’t just a marketing flop. It’s an operational disaster.
🚫 Car production halted across the UK.
🚫 Dealerships can’t get parts.
🚫 1.4 MILLION Jaguar & Land Rover drivers left hanging.
🚫 Workers told to stay home.
JLR took its eye off the ball. This isn’t just a marketing flop. It’s an operational disaster.
5/ What did they focus on instead?
👗 A man in a dress
🌈 Loud gender-bending fashion
🚫 ZERO actual vehicles
It wasn’t a car commercial. It was a political statement.
Jaguar owners were not amused.
And that's even before the company imploded.
👗 A man in a dress
🌈 Loud gender-bending fashion
🚫 ZERO actual vehicles
It wasn’t a car commercial. It was a political statement.
Jaguar owners were not amused.
And that's even before the company imploded.
6/ Conservatives on X torched the rebrand: “This just made me want to sell my Jaguar and I don’t even own a Jaguar.” — @robbystarbuck
“Bud Light 2.0. They completely misread the moment.” — @exjon
And with 47 million views in 24 hours, the backlash went global.
“Bud Light 2.0. They completely misread the moment.” — @exjon
And with 47 million views in 24 hours, the backlash went global.
@robbystarbuck @exjon 7/ Then came Jaguar’s next PR nightmare:
A brand-new EV design that critics nicknamed…
💅 “The Pink Batmobile.”
Jaguar called it “exuberant.”
The internet called it embarrassing. You know, because it was embarrassing.
A brand-new EV design that critics nicknamed…
💅 “The Pink Batmobile.”
Jaguar called it “exuberant.”
The internet called it embarrassing. You know, because it was embarrassing.
@robbystarbuck @exjon 8/ Jaguar defended it all: “This is a bold and imaginative reinvention.”
But car buyers don’t want gender theory. They want performance, beauty, and taste.
They won't get it. Jaguar now makes ONLY the F-Pace crossover. NO sedans. NO sports cars. NO convertibles!
But car buyers don’t want gender theory. They want performance, beauty, and taste.
They won't get it. Jaguar now makes ONLY the F-Pace crossover. NO sedans. NO sports cars. NO convertibles!
@robbystarbuck @exjon 9/ If I wanted a stupid crossover, I could get it from literally any other company on Earth. What is this trash they're serving up now???
I'm a longtime Jag owner. And I can tell you, I buy Jaguar for its classic style, its gasoline-powered roar, and its unique history.
I'm a longtime Jag owner. And I can tell you, I buy Jaguar for its classic style, its gasoline-powered roar, and its unique history.
@robbystarbuck @exjon 10/ Jaguar went woke, and as a result it went broke.
It took its eye off the ball and got catastrophically hacked.
🔥 The vibe shift is real
🔥 Brand loyalty has limits
🔥 "Get woke, go broke" isn’t a meme. It’s a market law.
🔥 Focus on your business. Serve your customers.
It took its eye off the ball and got catastrophically hacked.
🔥 The vibe shift is real
🔥 Brand loyalty has limits
🔥 "Get woke, go broke" isn’t a meme. It’s a market law.
🔥 Focus on your business. Serve your customers.
@robbystarbuck @exjon 11/ When companies forget who they are, they don’t just lose their soul.
They lose their customers, their credibility, and—sometimes—their ability to even make cars.
JLR proves it: Get woke, go broke.
They lose their customers, their credibility, and—sometimes—their ability to even make cars.
JLR proves it: Get woke, go broke.
@robbystarbuck @exjon If you enjoyed this content, please like and share, and also sign up for your FREE or PREMIUM subscription to my newsletter at .RodMartin.org
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