Jaguar’s vehicle sales in Europe plummeted 97.5 percent in April 2025 compared to the same month last year, marking a severe downturn for the British car manufacturer following its controversial rebranding strategy. According to new data from the European Automobile Manufacturers’ Association (AECA), Jaguar registered only 49 new vehicles in Europe in April 2025, a steep decline from the 1,961 units sold in April 2024. The drop comes after the automaker introduced a new brand direction that has received widespread criticism from both consumers and industry analysts.
Jaguar’s rebranding efforts began with the November 2024 unveiling of its new concept vehicle, the Type 00 — pronounced “zero zero.” The launch was accompanied by an ad campaign that featured no vehicles but instead focused on artistic imagery, fashion-centric visuals, and androgynous models. The decision to avoid showcasing actual cars in the campaign drew heavy backlash.
Sales data show the impact has extended beyond a single month. Jaguar’s year-to-date sales in Europe from January through April 2025 fell 75.1 percent, with only 2,665 vehicles sold compared to significantly higher figures from the same period in 2024. Global sales for the 2024/25 financial year also reflected the downturn. Jaguar reported just 26,862 vehicles sold worldwide, representing an 85 percent drop compared to 2018.
The brand’s managing director, Rawdon Glover, defended the strategy in an interview with the Financial Times. He described the campaign as “bold” and denied that the company was pursuing a political agenda. “If we play in the same way that everybody else does, we’ll just get drowned out,” Glover said.
“So we shouldn’t turn up like an auto brand.”
He also addressed the criticism that followed the campaign’s release.
“The message was lost in a blaze of intolerance,” Glover stated, referring to negative reactions on social media.
“It was never intended to be ‘woke.’”
Jaguar’s attempt to reposition itself as a “lifestyle-focused, fashion-forward brand” has raised concerns about whether the company’s new image has alienated its traditional customer base.
