Jaguar’s April 2025 vehicle registrations in Europe crashed to only 49 units, a staggering 97.5–98% year-over-year drop from 1,961 vehicles in April 2024—underscoring the fallout from its controversial rebranding and EV-only strategy. Jaguar sales fall 98% marks one of the steepest monthly declines seen in the luxury auto sector.
🧾 Sales Breakdown & Timeline
- April 2024: 1,961 units sold
- April 2025: Just 49 vehicles—a 97.5% collapse
- Jan–Apr 2025: Total European sales dropped 75.1% to 2,665 units
- Global Perspective: Jaguar’s annual sales fell from 180,000 in 2018 to under 27,000 in 2024
🔍 Why the Drop?
- EV Pivot Misfire: Jaguar discontinued nearly all ICE models in December 2024, but its new electric vehicles—including the flagship four-door GT—aren’t expected until late 2025 or 2026, leaving dealerships empty.
- Controversial Rebranding: A radical November 2024 campaign—featuring “Copy Nothing” slogans and no vehicles—sparked backlash. Critics labelled it “woke,” with several consumers questioning whether Jaguar even still sold cars
- Heritage Disconnect: Analysts say the marketing ignored Jaguar’s legacy and core customer base, alienating traditional campaign supporters.
⚠️ Impact & Dealer Sentiment
Dealers are struggling with zero inventory and sharply reduced showroom traffic, placing pressure on Jaguar’s market relevance. In contrast, rivals like BMW, Audi, and Mercedes smoothly balance ICE and EV offerings, preserving stable sales.
🧭 Outlook & Challenges
- Upcoming EVs delayed: Jaguar’s next EV lineup won’t reach showrooms until late 2025 or later, leaving a prolonged gap.
- Brand reset gamble: The radical rebrand may hamper loyal customer retention while failing to draw new buyers.
- Tariff complications: Tariffs like the 25% U.S. duty further cloud profitability—even as a revised deal reduces it to 10%.
✅ Summary
Jaguar’s 98% plunge in April 2025 sales reflects a perfect storm of mismanaged rebranding, empty showrooms, and a rushed shift to EVs. With legacy models withdrawn and new vehicles delayed, the brand faces a steep climb ahead. Jaguar must now rebuild credibility with both dealers and customers—and ensure upcoming EVs hit showrooms on time to reverse the downturn.
