Jaguar Sales Decline By A Whopping 97% In Europe After 'Woke' Ad Allegedly Drives Loyal Buyers Away

Jaguar, the quintessentially British carmaker, is facing a crisis of epic proportions as its European sales plummeted 97.5% in April 2025, with just 49 vehicles registered compared to 1,961 the previous year, according to the New York Post.

The collapse follows a controversial November 2024 rebranding campaign, labelled 'woke' for its car-less, avant-garde visuals featuring androgynous models and slogans like 'Copy Nothing'.

As Jaguar shifts to an all-electric, ultra-luxury brand, this drastic sales drop, coupled with a product void, has sparked debate: has the rebrand alienated loyal customers, or is this a bold step towards reinvention?

Misjudge Loyal Buyers with Bold Rebrand

Jaguar's rebrand aimed to reposition the brand for a younger, global audience, ditching its iconic 'growler' logo for a minimalist 'J' and swapping performance-driven ads for vibrant, abstract visuals.

The Financial Express notes the campaign, launched on 18 November 2024, was meant to signal Jaguar's pivot to electric vehicles (EVs) by 2026.

Instead, it drew mockery, with Tesla's Elon Musk quipping on X, 'Do you sell cars?' Loyal buyers, typically affluent, heritage-conscious drivers, felt sidelined, with X posts mocking the rebrand 'How's that rebrand working out for you?'.

Global sales reflect the fallout: from 180,833 vehicles in 2018 to just 26,862 in FY24/25, per The Economic Times.

The absence of new models, with most petrol and diesel cars phased out, has left showrooms barren, amplifying the damage.

Stumble in the Electric Vehicle Race

Jaguar's EV transition is bold but poorly executed. The brand plans to launch a £160,000 ($219,837) four-door electric GT in late 2025, targeting Bentley and Rolls-Royce, but no new vehicles are available now.

The Economic Times also highlights that competitors like BMW and Audi saw EV sales surge by 32.4% and 50.4% in Q1 2025, while Jaguar's product gap has left dealers struggling.

The luxury car market, worth £482 billion ($638 billion) globally in 2024, is softening, per The Financial Express, making Jaguar's timing precarious.

On X, users lament the lack of cars to sell, with one user posting, 'Near total collapse.' Jaguar's parent, Jaguar Land Rover (JLR), reported £2.5 billion ($3.43 billion) in profits for FY25, but Land Rover's success masks Jaguar's dire straits.

Rebuild Trust Before It's Too Late

The rebrand's backlash has forced JLR to act. In May 2025, JLR dropped its ad agency, Accenture Song, seeking a return to Jaguar's heritage.

Critics like @JoeJMarston have gloated, 'Jaguar went woke as a strategy for declining sales' on X, reflecting a broader sentiment that Jaguar misread its audience.

Yet, JLR's managing director, Rawdon Glover, defends the shift, arguing it's a 'do-or-die' move for profitability.

With global sales down 46% from 61,661 in 2022 to 33,320 in 2024, per The Economic Times, Jaguar's future hinges on its EVs resonating with buyers.

Can the brand reconnect with its roots while embracing electrification, or has the damage been done?

Jaguar's Risky Road Ahead

Jaguar's 97.5% sales collapse in Europe is a stark warning: alienating loyal customers while chasing trends can backfire spectacularly.

The rebrand's missteps, car-less ads, a ditched logo, and no new models, have left Jaguar in limbo. With £160,000 ($219,802) EVs on the horizon, JLR is betting big, but rebuilding trust will be tough.

Jaguar's heritage of sleek, powerful luxury must shine through to win back buyers, but staying relevant in the electric age will demand fearless ingenuity.