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Jaguar Sales Tanked After Disastrous RebrandWe knew Jaguar’s rebranding strategy was disastrous for the brand, but new hard data shows just how badly sales tanked. While the fact they plummeted didn’t surprise us one bit, just how far the numbers fell honestly shocked us.
Ford CEO Jim Farley yet again praises Chinese automakers.
With data from the European Automobile Manufacturer’s Association, the New York Post reports Jaguar saw its sales fall a whopping 97.5 percent on its home turf in Europe. We’ve never seen an implosion on that level, so it’s appalling.
In fact, in April 2025, just 49 Jaguars were sold in the entire European continent. Sales haven’t been great for the brand in some time, but that figure is hilariously low compared to the 1,961 cars which were sold in April 2024.
It’s almost like people no longer wanted to be associated with the brand after its bizarre rebranding strategy was launched late last year. While ads declared the storied British automaker would “Copy Nothing” and “Live Vivid” that was accompanied by imagery of models wearing strange outfits, hair, and makeup.
Usually, automotive marketing focuses on the cars a brand is making, but Jaguar decided to depart from that, going in a weird direction instead. And it’s now paying the price for making such a decision.
While it wasn’t a focus of the marketing campaign, Jaguar was taking the opportunity to switch its model lineup to strictly EVs. That’s something Volvo and other automakers with similar plans have suddenly switched as consumers have rejected all-electric vehicles fiercely.
However, it seems Jaguar isn’t just eating crow. While there are rumors the company is doing an about-face on the strategy, we don’t see many outward signs that’s happening, yet.
Also, a spokesman reached out to the New York Post to say, “Comparing Jaguar sales to 2024 is pointless as we are no longer producing vehicles in 2025 with low levels of retail inventory available. Jaguar’s rebranding is not related to a sales decline.”
Jaguar could’ve just admitted the rebrand was a disaster and promised to do better, but it didn’t. It seems the automaker is instead choosing the painful route of sinking into irrelevance.
Image via Jaguar
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