PULSE POINTS:
❓What Happened: Jaguar reported selling just 49 total vehicles in Europe in the month of April, a record low. Some see the sales collapse as a consumer rejection of the company’s rebrand.
👥 Who’s Involved: Jaguar Land Rover, Jaguar, and European Union (EU) and United Kingdom consumers.
📍 Where & When: The EU and the United Kingdom in April 2025.
⚠️ Impact: While it appears the low sales numbers are likely the result of Jaguar drawing down its entire vehicle inventory before it rolls out its new line of cars next year, the shockingly low number of cars sold could portend long-term consumer rejection of the company over its new all-electric, woke brand.
IN FULL:
Jaguar sales in Europe have seen one of the most catastrophic April sales numbers on record. Just 49 cars were sold in the entirety of the European Union (EU) and the United Kingdom, the latter being the company’s home market. This marks a nearly 98 percent decline from the company’s sales in April just one year ago, and a continued slide in popularity since Jaguar rolled out a rebrand that ditches the iconic “leaper” logo, uses a lower-case monogram, and focuses on electric vehicles. The rebrand has received stiff backlash, with automobile enthusiasts accusing Jaguar of becoming more of a fashion or luxury brand rather than a car company after its widely-panned inaugural commercial, which featured a series of bizarrely dressed, androgynous models and zero cars.
While the shockingly low sales numbers could portend long-term problems for Jaguar, some details suggest the concerns about the rebrand and the company’s sales position are overblown. The 49 total cars sold in April appear to be the result of Jaguar merely liquidating its remaining inventory before its redesigned vehicles, as part of its rebrand, begin production later this year and hit dealership showrooms in 2026. In essence, this means that consumers didn’t simply buy fewer Jaguar cars, but rather that there were far fewer Jaguar cars even available than in April 2024.
Jaguar’s parent company, Jaguar Land Rover, posted $3.39 billion in profits for the fiscal year 2025. The high profit margin of the company’s popular Land Rover brand gives it the cash stability to draw down its Jaguar inventory ahead of officially shifting to its rebranded vehicle line.
Still, it is inconceivable that Jaguar would have let its inventory become so low that it only had several dozen models available for sale before it rolls its new line of vehicles. This suggests that the company’s rebrand is likely having an adverse effect on sales, though to what degree remains to be seen.
Jaguar is set to reveal its first rebranded vehicle, an all-electric four-door GT, at the end of this year. It will hit showrooms in 2026.
