Jaguar Sales Plummet 98% After Brand Revamp

Written by Fabio Lucas Carvalho

Published on 02/07/2025 at 08:25

Updated on 02/07/2025 at 09:37

Foto: Reprodução

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After Controversial Campaign And Withdrawal Of Internal Combustion Models, Jaguar Reports 97.5% Drop In Sales In Europe And Faces Sector Criticism.

Jaguar, the traditional British luxury car brand, has seen its sales plummet dramatically in Europe.

In April, only 49 vehicles were registered on the continent, a 97.5% drop compared to the same month the previous year, when the number was 1,961 units.

The result is part of a larger picture: between January and April, sales fell by 75.1%, totaling just 2,665 cars.

ARTICLE CONTINUES BELOW

Controversial Ad Campaign And Lack Of New Models

The collapse in sales occurred after a brand overhaul that included a commercial launched last November.

The advertisement featured non-binary models in colorful clothing and slogans like “Don’t Copy Anything” and “Live Vividly.” However, no cars were displayed in the campaign.

The campaign aimed to mark Jaguar’s transition to an exclusively electric and ultra-luxurious automaker.

However, the lack of images of the vehicles and the approach considered “woke” by critics sparked controversy.

Empty Dealerships And Delays In New Electric

Despite the focus on electric vehicles, Jaguar has yet to launch any model from its new line.

The main anticipated launch, a four-door electric GT with an estimated price of US$ 200,000, is not expected to hit the market until late 2025.

Until then, dealerships are facing a shortage of products, as the automaker has withdrawn its gasoline and diesel models from the market.

According to Bloomberg, this has left the company with virtually no vehicles to offer in 2024. The other electric models from the brand are expected to be launched only next summer, with no exact date confirmed yet.

Criticism And Continued Decline In Global Market

The change in strategy aimed to attract a younger audience, but ended up generating criticism from experts, dealerships, and loyal customers.

The brand, which sold over 180,000 units in 2018, saw that number drop to less than 27,000 last year.

Jaguar, which has been owned by India’s Tata Motors since 2008, has not yet officially commented on the recent results.

Jaguar Sales Plummet 98% After Brand Revamp

After Controversial Campaign And Withdrawal Of Internal Combustion Models, Jaguar Reports 97.5% Drop In Sales In Europe And Faces Sector Criticism.

Controversial Ad Campaign And Lack Of New Models

Empty Dealerships And Delays In New Electric

Criticism And Continued Decline In Global Market

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Jaguar Sales Plummet 98% After Brand Revamp

After Controversial Campaign And Withdrawal Of Internal Combustion Models, Jaguar Reports 97.5% Drop In Sales In Europe And Faces Sector Criticism.

Controversial Ad Campaign And Lack Of New Models

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Criticism And Continued Decline In Global Market

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Discovery in Africa scares even scientists: a study published on April 23 reveals that the crust in Turkana has become so thin that it could pave the way for the continent’s division and the emergence of an ocean in the future, in a gigantic geological transformation.

Japanese garbage collectors treat filthy trucks as if they were dealership cars, and the obsession with cleanliness is so absurd that they invented a washing machine that only exists for this type of vehicle.

Seen from high in the stratosphere, a Lego Star Devourers rose to 34,988 meters attached to a balloon, returned to Earth intact, and entered the Guinness World Records in a record that seems like science fiction.

In 1991, Brazil’s GDP was almost double India’s, and today it is little more than half: while India grew 6.5% per year and trained engineers, Brazil preferred to train lawyers, and now it is rushing to strengthen ties with the world’s fourth-largest economy.

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