Let’s take a look at the numbers and what internal data at Jaguar says about the future
- Jaguar sales dropped over 97 percent in Europe after production was halted.
- Despite the sharp decline, this outcome was planned as part of the company’s rebrand.
- Insights from Jaguar’s latest investor day provide cautious reasons for optimism.
It’s not just your imagination. If you’ve stopped by a Jaguar dealership recently, you probably noticed the lot looking unusually bare. In fact, most local Jaguar dealers have fewer than 10 new cars available for sale, and some don’t have any at all. This slowdown has contributed to a dramatic 97.5 percent drop in Jaguar’s sales across Europe.
At first glance, that figure seems catastrophic, and it’s already fueled headlines pointing to a collapse linked to Jaguar’s high-stakes rebrand and its pivot toward electric vehicles. But those interpretations miss a crucial piece of context. Jaguar intentionally stopped producing cars at the end of 2024, a move that stretched into early 2025 in some regions, as part of a planned transition to becoming an EV-only brand.
Sales Are Down, But So Are Shipments
The European Automobile Manufacturers’ Association recently released sales data, and the numbers aren’t flattering. Jaguar’s sales in Europe were down 97.5 percent year over year in April. May wasn’t much better, showing a 93.6 percent drop. Overall, sales have declined 77.8 percent year to date compared to 2024.
More: This Jaguar Looks Priceless But The Market Is Telling A Very Different Story
All of that sounds genuinely bad and, frankly, Jaguar would probably prefer it were further along in its process too, but there’s reason for hope. Stopping the production of the entire Jaguar lineup while the company rebranded and developed its future EV flagship was all along the plan. Was it the best plan? Perhaps not, but at least it’s not as if this sales drop came while Jaguar continued to churn out cars.
Early Signals of Interest
There are more bright spots to consider. During Jaguar’s investor day this year, it offered several bits of insight. For example, it saw website traffic increase 110 percent in November and December.
Consumer research also showed progress. Focus group testing indicates that 20 percent more people see Jaguar as a brand “worth paying more for,” and a further 23 percent said they were more aware of its existence. Sure, some of that came from the sheer audacity of Jaguar’s branding campaign, but the adage is that any press is good press.
All of this is simply to say, don’t read too much into low sales figures for Jaguar just yet. For now, the brand’s move is more like a calculated pause to reset rather than a sign of failure. The real test will come when it reenters the market with a higher price point and a fully electric lineup. If it can win buyers over, it could mark a remarkable return for one of the industry’s most storied names.
