Jaguar has suffered a dramatic collapse in European car sales, marking one of the steepest drops in the company’s history.
According to Breitbart, The British luxury automaker recorded a 97.5% year-over-year sales decline in Europe this April, with only 49 vehicles registered compared to 1,961 in April 2024.
The decrease follows a major rebranding initiative that repositioned Jaguar as a lifestyle-driven brand, a move that has drawn both internal praise and public criticism.
According to automotive data for April 2025, Jaguar's registrations in Europe plummeted to just 49 vehicles. This is a significant fall from the 1,961 units it sold during the same month the previous year.
The plunge represents a 97.5% dip, raising concerns from market analysts and stakeholders about how the brand’s new direction is resonating with buyers.
Furthermore, Jaguar’s total European performance for the first four months of 2025 showed a 75.1% decline, with only 2,665 vehicles sold from January through April.
The sluggish figures aren’t confined to Europe. Globally, Jaguar sold just 26,862 vehicles in the 2024/25 financial year, representing an 85% drop from its performance in 2018.
These weak numbers emphasize the challenges facing a brand once known for its sleek sedans and sports cars. The sharp downturn has been attributed in part to the brand’s recent transformation strategy and marketing direction.
Executives at Jaguar hoped a bold transformation would help the brand stand out in a crowded luxury market dominated by established German rivals and fast-growing EV start-ups.
Jaguar’s rebranding began with a public push to reposition itself as a “lifestyle-focused, fashion-forward” label. The decision marked a departure from traditional car marketing focused on performance and design.
Managing director Rawdon Glover defended the move, stating that operating like every other auto manufacturer would cause the brand to get “drowned out.”
The company also rolled out a new concept vehicle, the Type 00 — pronounced “zero-zero” — which debuted in November. Public reaction to the concept was mixed.
The launch of the Type 00 was accompanied by a controversial advertising campaign that drew attention not for its visuals of cars, but for its aesthetic choices.
The ads featured androgynous models and omitted traditional automotive content entirely. The creative decision sparked backlash on social media and among industry observers.
Critics accused the brand of prioritizing visual narrative and identity at the expense of communicating key product features and performance.
Responding to criticism, Glover said the campaign was intended to be “bold,” not “woke,” and characterized the reaction as a misunderstanding of the brand’s intention.
He argued that the company’s message was lost “in a blaze of intolerance,” calling social media responses to the shift “hurtful.”
Glover maintained that the brand must “turn up” differently than a typical car company to remain competitive over the long term.
While radical rebrands can generate renewed attention, analysts caution that such efforts come with risks. Automotive shoppers often seek performance, innovation, and reliability — factors that may not be highlighted in nontraditional campaigns.
Jaguar’s attempt to create a fashion-forward identity may have obscured its product strengths at a time when competition in the premium and electric segments is intensifying.
Observers will be watching closely to see whether Jaguar has adapted its marketing approach in light of the sales data or continues to lean into its current strategy.
