For decades, Jaguar stood for a blend of British engineering, performance, and luxury, an identity that helped the brand build loyalty among customers who valued refinement and heritage. But in its attempt to reinvent itself for a new era, Jaguar now finds itself facing one of the most severe sales declines seen in the European automotive market. In April 2025, the company registered just 49 vehicles in Europe, a 97.5% drop from 1,961 units sold during the same month the previous year.
At the centre of this dramatic slide is a rebranding strategy that, analysts say, misread both the market and Jaguar’s own strengths.
The brand’s new identity, launched in November 2024, was meant to signal a bold pivot towards electrification and a new customer base. Instead, it left many long-time buyers alienated and failed to connect with the new audience it was hoping to attract.
A break from the familiar
Jaguar’s rebranding was striking in its departure from the familiar cues that had defined the brand for decades. The iconic leaping jaguar logo was dropped in favour of a minimalist nameplate. The advertising campaign showcased bright, abstract visuals and models in stylised, conceptual settings. Slogans like “Copy Nothing” and “Delete Ordinary” replaced references to cars, performance, or engineering. In fact, the advertisements featured no vehicles at all.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
This change was designed to appeal to a younger, urban, design-driven demographic. Jaguar’s leadership spoke openly about the need to move beyond the brand’s traditional customer base, often described as affluent and older buyers who valued Jaguar as a symbol of success. But in its effort to reach new customers, the brand overlooked the expectations of its core audience.
The reaction
The campaign drew swift criticism. On social media, confusion over Jaguar’s messaging spread quickly. Tesla CEO Elon Musk’s post, “Do you sell cars?”, captured the mood, going viral and reflecting the broader uncertainty about Jaguar’s direction.
Industry observers pointed out that the marketing failed to communicate what the brand was offering and why consumers should care. Without cars in the advertisements, and with the familiar identity stripped away, the campaign struggled to create a link between Jaguar’s new image and the product.
A product gap at the worst time
The challenges did not end with marketing. Jaguar’s rebrand coincided with a major change in its product line-up.
The company discontinued nearly all of its existing models, including the XE, XF, F-Type, E-Pace, and I-Pace, before its new range of electric vehicles was ready. The next generation of Jaguar cars, including the much-anticipated Type 00, is not expected until 2026.
This left dealerships across Europe with very few vehicles to offer at a time when competitors like BMW, Mercedes-Benz, and Audi continued to report strong sales. Jaguar’s decision to pull back on product availability during a major brand transition added to customer frustration and left the company unable to convert interest into sales. Till the time of publishing, Jaguar has not issued a statement in response.
