Jaguar's sales plummet by 97 percent after controversial rebrand

In April 2025, Jaguar's vehicle sales in Europe dramatically decreased, dropping 97.5 percent compared to the same month in the previous year. The British automotive brand, known for its luxurious vehicles, faced significant backlash following its controversial rebranding and advertising strategies. The rebrand aimed to reposition Jaguar as a lifestyle-focused brand, departing from its traditional automotive heritage. As a result of this shift, the brand only registered 49 new vehicles sold in April, a stark contrast to the 1,961 units sold in April 2024. The company has struggled with ongoing sales issues, registering only 2,665 motors from January to April 2025, representing a year-to-date decline of 75.1 percent. Additionally, global sales figures for the 2024/25 financial year showed an alarming decrease of 85 percent compared to 2018, where only 26,862 vehicles were sold worldwide. Jaguar's managing director, Rawdon Glover, attributed part of the criticism to an intolerance towards their ad campaign, which featured androgynous models and failed to display their vehicles, claiming that the campaign was designed to be bold and challenge traditional norms. However, it appears that this strategy did not resonate positively with consumers, leading to a significant slump in sales and market performance. The decision to focus on a fashionable brand image over its classic roots has drawn a line between consumer expectations and the brand's new direction, ultimately raising concerns about the sustainability of Jaguar's new market positioning.