Jaguar's Huge 97% Drop in Sales is Quite Deceptive | Carscoops

      Let's examine the data and what Jaguar's internal reports indicate about the future.

       6 hours ago

      

      

      

      

      

      

      

      

      

      

      

       by Stephen Rivers

      

      

      

      

      

      

      

      Jaguar's sales in Europe plummeted by over 97 percent following the cessation of production.

      Although this significant drop appears alarming, it was a deliberate part of the company's rebranding strategy.

      Revelations from Jaguar's recent investor day offer some cautious optimism.

      

      It's not just a figment of your imagination. If you've visited a Jaguar dealership lately, you've likely noticed that the inventory looks unusually sparse. In fact, most local Jaguar dealerships have fewer than 10 new vehicles available for purchase, with some having none at all. This slowdown has led to a staggering 97.5 percent decrease in Jaguar's sales throughout Europe.

      Upon first examination, this number seems disastrous, and it has already sparked headlines suggesting a failure linked to Jaguar's ambitious rebranding and shift to electric vehicles. However, such interpretations overlook an important context. Jaguar intentionally halted car production at the end of 2024, a decision that extended into early 2025 in certain areas, as part of a strategic transition to an all-EV brand.

      While Sales Decline, so Do Shipments

      Recently released sales data from the European Automobile Manufacturers’ Association highlights unflattering figures. Jaguar's sales in Europe fell by 97.5 percent year over year in April, with May showing a 93.6 percent decrease. Overall, sales have dropped 77.8 percent year to date compared to 2024.

      More: This Jaguar Seems Invaluable, But the Market Suggests Otherwise

      While these figures sound disheartening and, admittedly, Jaguar would likely prefer to be further along in its strategy, there is cause for optimism. The decision to suspend production of the entire Jaguar lineup while the company undertook rebranding and developed its future EV flagship was part of the original plan. Was it the best strategy? Possibly not, but at least this sales decline occurred while Jaguar was not still producing vehicles.

      Initial Signs of Interest

      There are encouraging aspects to consider. During this year's investor day, Jaguar shared several insights. For instance, website traffic surged by 110 percent in November and December.

      Additionally, consumer research demonstrated positive trends. Focus group testing revealed that 20 percent more individuals view Jaguar as a brand "worth paying more for," while another 23 percent reported increased awareness of its existence. Some of this growth can be attributed to the boldness of Jaguar’s branding campaign, but the saying goes that any publicity is good publicity.

      All of this is to suggest that we shouldn't interpret Jaguar's low sales figures too negatively at this stage. At present, the brand's strategy resembles a calculated pause to recalibrate rather than an indication of failure. The genuine test will arise when it reenters the market with a premium price point and a fully electric lineup. If it succeeds in attracting buyers, it could signify an impressive comeback for one of the automotive industry's most renowned names.