According to data from the European Automobile Manufacturers’ Association (AECA), Jaguar’s vehicle sales in Europe dropped by an alarming 97.5% year-over-year in April 2025, with just 49 units registered compared to 1,961 the year prior. Year-to-date sales from January to April were also down 75.1%, totaling only 2,665 units. Globally, Jaguar’s FY24/25 sales fell to 26,862—an 85% drop from 2018 figures. The steep decline follows a divisive rebrand launched in late 2024 that distanced Jaguar from its performance heritage in favor of a lifestyle-focused, progressive brand image.
Here’s why it matters:
For Jaguar dealers and franchise partners, this sales collapse raises serious concerns about the brand’s market relevance and future viability. The company’s rebranding has failed to drive demand, leaving dealers with a shrinking customer base, unclear brand messaging, and stagnant showroom traffic. While competitors like BMW and Audi pivot strategically toward EVs while preserving brand loyalty, Jaguar risks alienating traditional buyers without attracting new ones.
Key takeaways:
- Historic sales collapse
Jaguar registered only 49 vehicles in Europe in April, down from 1,961 a year ago, marking a 97.5% decline. - Global sales erosion
Worldwide unit sales have plunged to just 26,862 in FY24/25, compared to 180,833 in 2018. - Risky rebrand backfires
The November 2024 rebrand emphasized identity and fashion-forward slogans, such as “Copy Nothing,” drawing criticism for sidelining Jaguar’s traditional strengths: performance and design. - Contrast with competitors
While Jaguar falters, BMW’s EV sales rose 32.4% and Audi’s grew 50.4% year-over-year. Mercedes-Benz and Audi posted only minor overall sales declines in Europe. - Dealer implications are dire
With sales in freefall and branding in flux, Jaguar dealers face inventory challenges, declining foot traffic, and diminished confidence in the OEM’s direction.
Dealers and OEMs alike can learn from Jaguar’s missteps: rapid product withdrawals and brand overhauls without customer-ready alternatives can be devastating, especially in a competitive, transitional market.
