Jaguar’s Struggling Sales in Europe

Jaguar has seen a staggering drop in its European sales, registering only 49 vehicles in April 2025. This marks a significant decrease of 97.5% from the 1,961 units sold during the same month the previous year.

Throughout the first four months of 2025, the situation hasn’t improved much, with a total of just 2,665 units sold—a sharp decline of 75.1%. The brand’s market presence is now quite minimal, holding only 0.1% market share in both Australia and the UK. To put it in perspective, Jaguar went from selling 180,833 units back in 2018 down to 26,862 units in 2024-25.

The sales downturn follows Jaguar’s ambitious branding shift announced in November 2024, which included a new logo and a marketing campaign that notably avoided depicting cars. Instead, the ads featured models in colorful outfits, accompanied by slogans like “No Copy” and “Live Vivid,” aiming to present Jaguar as a fresh, modern brand.

However, critics have been vocal about this new direction, arguing that the brand has strayed too far from its performance-oriented heritage. Some, including Elon Musk, have pointed out the disconnect between Jaguar’s current image and its history of catering to high-performance car enthusiasts. It raises the question—does Jaguar still resonate with its traditional customer base?

In contrast, other luxury automakers like BMW, Mercedes-Benz, and Audi are navigating the European market with more stability, even amidst challenges. BMW reported a 32.4% increase in electric vehicle sales compared to 2024, despite a 9% dip in overall sales of the 3 Series. Mercedes-Benz experienced a 10% drop in electric vehicle sales, moving 45,500 units, while overall vehicle sales fell by 7%. Audi, on the other hand, saw a slight reduction of 0.7% in deliveries, but electric vehicle sales surged by 50.4% year-over-year.

As of now, Jaguar has not responded to inquiries regarding these significant sales challenges.