Jaguar's black year: sales at historic lows due to its transformation and key delays

Last update: 03/07/2025
Author: Alberto Navarro

  • Jaguar sales have plummeted by more than 97% in Europe, dropping from nearly 2.000 units per month in 2024 to just over 49 vehicles in April 2025.
  • The brand's shift toward a renewed image, moving away from its classic design, along with controversial marketing campaigns, has generated criticism and rejection among some of its traditional clientele.
  • The delay in the launch of new high-end electric models, especially the four-door GT, has contributed to the decline in registrations.
  • In Spain, Jaguar has recorded an 80% drop in monthly sales compared to 2024, leaving it at paltry levels compared to major manufacturers.

Sales decline at Jaguar

Jaguar is going through one of the most difficult periods in its recent history., with sales figures in the European and Spanish markets that confirm the collapse of the British luxury car manufacturerThe combination of a profound image overhaul, criticism from traditionalist sectors, and an industrial transition marked by delays in key launches has placed the brand at unprecedented levels on the registration charts.

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The latest official data indicate that Jaguar sold only 49 vehicles in April 2025 across Europe., when Just a year ago it easily exceeded 1.900 units per month In the same period, during the first four months of the year, the cumulative decline in the region exceeded 75%, with only 2.655 cars sold.

In markets like Spain, the situation is equally worrying: Only 2025 Jaguar cars were sold in May 5 (compared to 25 in May 2024), which represents a year-on-year decline of 80%.

Factors behind the collapse: brand image and industrial delays

Jaguar

La reinvention strategy carried out in 2024 It has not had the expected receptionJaguar chose to leave behind its iconic classic design and traditional logo, opting for brighter colors and marketing campaigns targeting new audiencesThese moves, far from attracting their existing clientele, have generated debate and a degree of disaffection, according to various specialized media and industry associations.

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But not everything can be explained from the point of view of the image. The delay in the arrival of new electric models, primarily the long-awaited four-door GT with an estimated price of $200.000, has left the commercial network with practically no new things to offer.

According to the company itself, No new launches are expected until the end of 2025, which has led Jaguar to temporarily suspend sales of new cars in key markets such as the United Kingdom, where distribution will be restricted to used vehicles for the coming months.

Market implications and future prospects

Jaguar sales

The boost in sales translates into an almost symbolic presence in the monthly rankings. Across the continent, Jaguar is the brand with the largest percentage drop., according to the European Automobile Manufacturers Association, while in Spain it has lagged behind direct competitors and mainstream brands. The brand's situation reflects a trend that also affects other traditional brands seeking to adapt to electrification and new technologies.

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Globally, The sales cut puts a strong strain on the survival of the historic British firm., which has already announced that its future lies in high-end electric vehicles. In the For the 2024-2025 season, only 26.862 Jaguar cars have been registered worldwide., far from the nearly 181.000 of seven years ago. It is clear that The brand faces a critical transition stage while the rest of the sector is moving towards electrification and technological differentiation.