Jaguar sales in Europe have dropped by 97% as a result of the contentious rebranding and transition to electric vehicles.

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After a drastic rebranding that has sparked harsh criticism from dealers, industry insiders, and loyal customers, British luxury automaker Jaguar is experiencing its steepest sales decline in decades. In April 2025, there were just 49 Jaguar cars registered in Europe, a 97.5 percent decrease from the 1,961 cars registered in the same month the previous year. Just 2,665 cars have been sold throughout the continent so far this year, a 75.1 percent decline from January through April.

The numbers represent a significant shift for a company that was formerly thought of as a representation of British automotive performance and elegance.

The sharp drop occurs at the same time that Jaguar began a comprehensive rebranding campaign in November 2024. Jaguar unveiled a new marketing campaign that did away with traditional car-focused visuals as part of the company's transition to become a fully electric, ultra-luxury manufacturer by 2025. 

Rather, it featured futuristic claw-like logos, minimalist slogans like “Live Vivid” and “Copy Nothing,” and androgynous models in lively settings.

Image Source: Pexels

The campaign has turned out to be divisive despite its intended appeal to a younger, more diverse, international audience.

Elon Musk and other well-known individuals were among the critics who charged the company with "abandoning its core identity" and alienating loyal customers.

Jaguar Land Rover's strategy to reposition Jaguar as a low-volume, high-margin electric brand includes the rebrand. The carmaker hasn't yet unveiled its new EV lineup, though. It won't be available until late 2025, and its flagship model, a four-door GT, is anticipated to cost about $200,000. 

There is a sizable product gap at dealerships as a result of Jaguar discontinuing almost all of its internal combustion models.

Rival automakers have adopted a more measured strategy. In Q1 2025, EV sales rose 32.4 percent for BMW and 50.4 percent for Audi, despite general market slowdowns. In contrast, Jaguar's showrooms are mostly empty as the company hasn't introduced any significant new models since 2023.

The rebranding is seen by some as a necessary, albeit risky, evolution in the increasingly competitive luxury electric market. Some people think Jaguar undervalued the brand's emotional appeal to traditional consumers.

Regarding the April numbers and the campaign's criticisms, Jaguar has refrained from making any public remarks. With yearly sales worldwide dropping from 180,833 in 2018 to just 26,862 in 2024–2025, the business now faces a challenging future. Although the brand's new electric vehicles will be essential to its survival, Jaguar is still in limbo as of the middle of 2025.

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