You’ve seen countless headlines by now about how Jaguar has driven its sales off the cliff, 97% down from last year in terms of sales.
In April 2025, the company registered just 49 vehicles in Europe, a 97.5% drop from 1,961 units sold during the same month the previous year.
Many are pointing to their “woke” new branding as the cause of this nosedive. I myself have been vocal about my disdain for the new Jaguar ads.
The European Automobile Manufacturers’ Association recently released the 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.
The rebranding had such a negative response that it’s understandable that the “go woke, go broke” mob would instantly latch on to this news.
Sadly, going broke is actually part of their design.
Jaguar has stopped production of their cars since the end of 2024 in their quest to go full EV. A quest many have abandoned, as we well know.
It’s reported that most Jaguar sales rooms only have fewer than 10 new cars for sale as the stocks continue to clear in anticipation of the incoming EV.
To them, we say, please look at any German automaker’s EV plans. Automakers with way more money than you, and way more time ahead of them to plan and build EVs.
They’ve all abandoned their lofty goals, and so should you, Jaguar.
