Jaguar’s collapse in Europe has reached staggering levels, with April 2025 sales down an unprecedented 97.5% year-over-year — a figure that has industry analysts questioning the automaker’s future relevance.
According to new data, Jaguar registered just 49 vehicles across all of Europe in April, compared to 1,961 units in the same month last year. The decline isn’t a blip — it’s part of a continuing trend. Year-to-date sales through April totaled just 2,665 units, representing a 75.1% drop compared to the same period in 2024.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Globally, Jaguar’s situation is similarly bleak. The brand has tumbled from 180,833 units sold in 2018 to just 26,862 in the 2024/2025 fiscal year. Market share has shriveled to a mere 0.1% in major markets like Australia and the U.K., raising serious questions about the viability of the brand under its current strategy.
Much of the collapse follows a bold — and widely criticized — rebranding initiative launched in November 2024. Abandoning its longstanding image as a high-performance British luxury marque, Jaguar introduced a new logo and marketing campaign featuring androgynous models in vivid attire, with taglines like “Copy Nothing” and “Live Vivid.” Strikingly, the campaign excluded any imagery of the vehicles themselves.
The intention was to position Jaguar as a modern, inclusive, and culturally progressive brand — but critics say it’s a classic case of identity crisis and brand alienation.
Longtime enthusiasts accused the company of abandoning its engineering heritage and performance DNA in favor of what they view as trend-driven pandering. Even Elon Musk publicly derided the rebrand, adding fuel to the backlash.
Meanwhile, Jaguar’s competitors have faced headwinds in Europe but avoided freefall. BMW saw overall 3 Series sales decline by 9% but enjoyed a 32.4% increase in EV sales.
Mercedes-Benz reported a 10% drop in European deliveries, yet delivered over 45,500 electric vehicles globally in Q1. Audi fared the best, with just a 0.7% drop in overall European sales and a 50.4% surge in EV deliveries.
Jaguar, however, appears to be losing both legacy customers and failing to attract new ones. With virtually no traction in the performance or EV segments — and a brand identity now muddled beyond recognition — its future in key markets like Europe is deeply uncertain.
