Jaguar’s European sales collapsed by 97.5% in April 2025, registering just 49 vehicles, according to data from the European Automobile Manufacturers’ Association (AECA). That’s a steep drop from 1,961 units sold in the same month last year. Year-to-date sales from January to April were down 75.1%, totaling only 2,665 units. Globally, Jaguar sold just 26,862 vehicles in FY24/25 — an 85% drop compared to 2018.
The sales freefall follows a November 2024 rebrand that repositioned Jaguar away from its performance and heritage roots toward a lifestyle-focused, fashion-forward identity. The campaign emphasized abstract slogans like “Copy Nothing” and leaned into identity marketing, drawing criticism for sidelining the very design and performance elements that once defined the brand.
The shift has not only confused consumers but also left dealers grappling with declining foot traffic, stale inventory, and a loss of direction from the automaker. While rivals such as BMW and Audi have successfully evolved their electric vehicle (EV) strategies without sacrificing core brand identity, Jaguar appears to be alienating traditional customers without attracting a new audience.
BMW’s EV sales rose 32.4% and Audi’s jumped 50.4% year-over-year. Mercedes-Benz and Audi experienced only minor overall declines in European sales. In contrast, Jaguar’s rapid product withdrawal and rebranding — without customer-ready alternatives — has dealers worried about long-term viability.
Jaguar’s global decline — from 180,833 units in 2018 to fewer than 27,000 last year — suggests the rebrand has failed to generate momentum in either legacy or EV segments.
The company’s experience serves as a cautionary tale for automakers: abandoning brand DNA without a clearly defined and compelling future offer can backfire — especially in a fiercely competitive, rapidly evolving market.
