Jaguar’s Controversial Rebrand: Why European Sales Have Dropped a Shocking 97.5%

Jaguar faced a staggering 97.5% drop in European sales in April 2025, selling only 49 cars compared to 1,961 in the same month last year. This decline for the year hit a massive 75.1%, with just 2,665 units sold between January and April. Globally, Jaguar reported only 26,862 vehicle sales for FY24/25, an 85% plunge from 2018.

This dramatic decline follows a rebranding effort in November 2024. Instead of focusing on its performance legacy, Jaguar attempted to position itself as a lifestyle brand with slogans like “Copy Nothing.” This shift has drawn criticism for moving away from the aspects of design and speed that once made the brand appealing.

Consumers are confused. Dealers are facing dwindling foot traffic and outdated inventory. Unlike competitors such as BMW and Audi, which have successfully adapted their electric vehicle (EV) strategies while maintaining their brand essence, Jaguar seems to be losing its core audience without attracting new buyers.

In stark contrast, BMW saw a 32.4% increase in EV sales, and Audi experienced a 50.4% growth. Meanwhile, both Mercedes-Benz and Audi recorded only slight declines in sales. Jaguar’s quick withdrawal from the market and lack of customer-ready alternatives has left dealers anxious about the brand’s future.

Historically, Jaguar has seen a huge decline, dropping from 180,833 units sold in 2018 to fewer than 27,000 last year. This suggests that the rebrand did not gain traction in either traditional or EV markets.

Experts caution that automakers should tread carefully when altering their brand identity. Discarding foundational elements without a solid vision can lead to significant missteps, especially in today’s competitive landscape. This case serves as a reminder that change is necessary, but it must align with what consumers love about the brand.

For more insights on the changing automotive landscape, you can read the European Automobile Manufacturers’ Association’s latest report.

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