Luxury Car Brand Suffering Disastrous Sales: Experts Find Cause

News of Jaguar's poor results in April of this year spread across media outlets worldwide. Public opinion issued a clear verdict: It was all the fault of a controversial advertising campaign and a drastic brand rebranding. It turns out, however, that wasn't necessarily the case.

At the beginning of the month, all eyes turned to Jaguar . As the New York Post reported at the time, the British company sold only 49 cars in Europe in April of this year. This looks dismal, especially when compared to the 1,961 vehicles sold the previous year. A 97.5 percent drop? Not impressive.

Journalists and car enthusiasts from around the world quickly linked this to a failed rebranding of the brand .

Jaguar with poor results / photo: Jaguar press materials

As a reminder, in November 2024, Jaguar launched a new campaign aimed at a younger audience. The company focused on bright colors , abstraction , and an atmosphere most describe with one word: woke .

Most surprisingly, Jaguar didn't show even a glimpse of the car in the new ads. Brave, right? And so it was… Public opinion suggests the British brand alienated older customers. However, a theory has emerged that… that's how it was supposed to be.

Jaguar rebranding campaign / photo: Jaguar press materials

As a reminder, Jaguar plans full electrification and has discontinued production of internal combustion and diesel models. According to Sean O'Grady of The Independent , Jaguar plans to become an exclusive, thoroughly modern, and profitable brand. But such moves sometimes require sacrifices.

Moreover, a Jaguar spokesman, quoted by the New York Post , assures that the decline in sales is in no way related to the rebranding . Even if that's hard to believe.

“Comparing Jaguar sales to 2024 is pointless because we are no longer producing vehicles in 2025 with low levels of available retail inventory,” he admitted.

So what? Is it all part of the plan? Well... We're popping the popcorn and waiting for more information . We hope the British classic returns in a big way!