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2mo ago

Jaguar Rebrand and Model Phase-Out Drive 97.5% Sales Collapse in Europe

Jaguar’s decision to discontinue all legacy models before new electric vehicles arrived collapsed its April 2025 European registrations to just 49 units.

Digital screens at Piccadilly Circus display an advertisement for the Jaguar Type 00 concept car in London, UK, on Thursday, Dec. 5, 2024. Barely recognizable from the old Jaguars that are no longer on sale in the UK, the Type 00 is characterized by flush surfaces, a long hood, a glassless rear tailgate and taillights that span the width of its body. Photographer: Betty Laura Zapata/Bloomberg
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Overview

  • Jaguar registered only 49 vehicles in Europe in April 2025, down 97.5% from 1,961 units sold in April 2024.
  • The company retired core models including the XE, XF, F-Type, E-Pace and I-Pace by the end of 2024, emptying dealership lots.
  • In November 2024 it dropped its leaping jaguar logo for a minimalist nameplate and launched abstract ads that showed no cars.
  • Industry analysts say the radical repositioning alienated loyal buyers without attracting the younger, design-focused audience it targeted.
  • Jaguar’s next-generation electric lineup, headed by the Type 00, is not expected until 2026, extending a gap that could hinder market recovery.