Jaguar’s sales in Europe have plunged dramatically, with only 49 vehicles registered in April 2025, a 97.5% drop from the 1,961 units sold in the same month the previous year.
Jaguar’s European sales plummeted by 97.5% and year-to-date figures show a 75.1% decline in sales, with just 2,665 units sold from January to April 2025. Globally, Jaguar‘s performance dropped sharply from 180,833 units in 2018 to 26,862 units in FY24/25, holding a market share of just 0.1% in both Australia and the U.K.
These sales figures follow Jaguar’s bold rebrand in November 2024, which departs from its traditional identity. The luxury automaker unveiled a new logo and advertising campaign that notably excluded depictions of cars, instead featuring androgynous models in vibrant attire, with slogans like “Copy Nothing” and “Live Vivid,” positioning Jaguar as a modern, inclusive brand.
Critics slammed Jaguar’s rebrand for straying too far from the brand’s performance-focused roots, accusing it of pandering to a “woke” agenda. Even Elon Musk voiced his displeasure with the rebrand, and some critics asked whether the brand was still relevant to traditional, high-performance car enthusiasts.
Have you seen the commercial? No wonder sales have dropped! They should!!
Sick twisted agendabeing shoved down our throats. Good sales are down just proves go woke go broke
No one wants this luciferian BS.
$800 oil changes are not a selling point.
I’m sure this went over well with their target customer: White, male, 50ish… 😀