For nearly a century, Jaguar has been a symbol of British automotive elegance, power, and unmistakable style. But in 2025, the brand finds itself in a bizarre situation when its sales have all but disappeared. In April, only 49 Jaguars were registered in all of Europe. That’s not a typo, just 49 cars. A year ago, that number was close to 2,000.
The dramatic plunge, 97.5 percent down year-on-year, is not because people suddenly stopped liking Jaguars. It’s because there simply are not any Jaguars to buy.
This was not an unexpected nosedive. Jaguar made a conscious decision to hit the brakes hard. Toward the end of 2024, the company stopped producing cars altogether. It retired six models in one go including the XE and XF sedans, the F-Type sports car, and its smaller SUVs, the E-Pace and I-Pace. Only the F-Pace SUV is still being made, and that too is just sticking around for a little while longer.
By November 2024, Jaguar had shut down its production lines completely for the first time since 1948.
This radical move, which the company refers to internally as a “firebreak,” is part of a complete brand overhaul. The goal is to transform Jaguar into an ultra-luxury, EV-only marque. But with production halted and showrooms empty, the result is barely any sales.
Just as production stopped, Jaguar launched a new global campaign. But instead of showcasing new cars, the campaign featured fashion models, abstract visuals, and slogans like “Delete Ordinary” and “Live Vivid.” The tagline, “Copy Nothing.”
The reaction was swift. Enthusiasts were confused, loyal fans were angry, and social media had a field day. Elon Musk even poked fun, asking, “Do you sell cars?” And in the UK, Nigel Farage predicted the brand would “go bust.”
The backlash was not just from the public. Jaguar quickly ended its contract with Accenture Song, the agency behind the campaign, and started shopping for a new partner, one, presumably, that might remember to put cars in a car ad.
Part of the reason the rebrand fell so flat is that there was no product to support it. Jaguar’s decision to kill off nearly all its models left dealers with little to sell. Some showrooms reportedly had fewer than 10 new vehicles in stock. Others had none.
The I-Pace, Jaguar’s only full EV until now, was expected to remain in production, but that plan was scrapped, too. Everything had to go to make room for the next chapter.
This scorched-earth strategy was a bet that the current lineup was not worth saving. Jaguar CEO Adrian Mardell was blunt when he said that the old models were unprofitable. Rather than spend money to keep them limping along, the company decided to stop, reset, and start from scratch.
All of this is leading to a massive gamble. Jaguar’s future lies in becoming a low-volume, high-price electric luxury brand. Its parent company, Jaguar Land Rover (JLR), wants Jaguar to move upmarket, into the realm of Bentley and beyond. Future models will reportedly start at over £100,000 (around P7.5 million), with flagship cars approaching P11 million.
The first glimpse of this new Jaguar came in the form of a four-door electric GT, rumored to be called the “Type 00.” It was unveiled quietly as part of the rebrand, and it’s expected to officially launch later this year.
Jaguar says its new lineup will be built on a bespoke EV platform called JEA (Jaguar Electrified Architecture), with fewer than 50,000 cars planned per year. The idea is that fewer cars, sold at a much higher price, will finally bring Jaguar the profitability it has struggled to find.
Jaguar is not pretending there’s no risk. This has been described as a “do-or-die” moment. Sales had already been slipping for years, from 180,000 cars in 2018 to just over 26,000 in 2024. The company saw no path forward in its current form.
So Jaguar pressed pause. Now it waits.
Interestingly, while Jaguar sales have cratered, the larger JLR group is still doing fine. Land Rover, with its popular Defender and Range Rover models, helped JLR earn its highest profit in a decade for the fiscal year ending March 2025. That cushion gives Jaguar the time and backing it needs to reinvent itself.
Right now, Jaguar is caught in an awkward in-between no new cars, no clear identity, and a marketing campaign that made more people cringe than cheer.
But it’s also a brand that people are talking about again. Jaguar claims its website traffic shot up by over 100 percent after the rebrand. And in surveys, some consumers reportedly now see the brand as more premium than before.
The bet is that all this drama, disruption, and downtime will lead to a stronger, more desirable Jaguar. That people will forgive the silence and confusion once they see what’s coming next.
But that’s a big if.
Late 2025 will be the real test. Jaguar will either return with a splash, or it will prove that even the most iconic brands can disappear when they lose touch with their roots.