Jaguar’s sales have plummeted by 98% after a woke rebrand that left customers stunned – though the company claims the rebrand has “nothing to do” with falling sales. The Mail has more.
Sales of the luxury motoring manufacturer appear to be in freefall following its controversial move to scrap its iconic ‘growler’ big cat logo in November.
The firm’s rebrand saw it replace the well-known badge in favour of a geometric ‘J’ design – which lovers of the brand raged looked like the logo on a handbag clasp.
Meanwhile, a glossy ad campaign accompanying the design overhaul, featuring androgynous-looking men and women in exuberant clothes, also came under fire.
And as the firestorm surrounding the famed car maker’s change continues to rage, sales at Jaguar Europe have plunged a staggering 97.5%.
Jaguar has insisted the rebrand has “nothing to do” with its falling sales.
According to figures from the European Automobile Manufacturers’ Association (AECA), the company registered just 49 new vehicles in April 2025 compared to 1,961 units sold in the same month last year.
Year-to-date sales from January to April also slumped, dropping 75.1% with just 2,665 motors sold.
Globally, Jaguar sold just 26,862 vehicles for the 2024-25 financial year – an 85% drop compared to 2018.
The sales dip followed Jaguar’s repositioning away from its performance and heritage roots towards a lifestyle-focused, fashion-forward brand.
Jag’s big rebrand had been in development for three years as the company prepares to become an all-electric car manufacturer ahead of the UK’s 2030 target to stop selling new purely fossil fuel-powered cars. …
However, the sales slump may not be as catastrophic as it first appears. As part of Jaguar’s refresh, the car firm intentionally stopped producing cars at the end of 2024, a move which stretched into 2025.
The manufacturer – now owned by an Indian firm – is currently seeking to bring in a new range of entirely electric vehicles, which were due for release this year.
Defending the news, Jaguar said it was “pointless” to compare figures for 2024 and 2025 as it was seeking to move to its all-electric model and insisted the company’s rebranding was “not related to a sales decline”.
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