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Until then, dealerships are facing a shortage of products, as the automaker has withdrawn its gasoline and diesel models from the market.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

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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

Empty Dealerships And Delays In New Electric

Criticism And Continued Decline In Global Market

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