Jaguar’s Sales Plummet in Europe
Jaguar’s sales in Europe have dropped dramatically, plummeting by 97.5%. This decline comes despite efforts to pivot toward an electric fleet, although new models haven’t yet reached the dealerships.
In April, the British luxury carmaker managed to register only 49 vehicles in Europe, a stark contrast to the 1,961 sold during the same month last year, according to the European Automobile Manufacturers Association.
Sales from January to April fell by 75.1%, resulting in just 2,665 cars sold across the continent.
This surprising downturn follows a controversial advertising campaign launched last November, which featured a non-binary model and slogans like “Uncopied” and “Live Vivid.” The campaign was part of Jaguar’s attempt to rebrand as a super-luxury, all-electric company.
The backlash from some consumers likened the advertising strategy to Bud Light’s 2023 partnership with a trans influencer, which led to a boycott and significant damage to the beer brand’s image.
Interestingly, the sales slump might be primarily attributed to delays in releasing their flagship model, the 4-door GT. This electric vehicle, expected to be priced around $200,000, won’t hit the market until late 2025.
Moreover, Jaguar has effectively gone “dormant” this year as it phases out all gas and diesel models and cleans up its dealer network, as reported by Bloomberg.
According to various sources, the remaining electric vehicles associated with Jaguar during the recent political landscape are expected to be available by next summer.
The company has faced criticism for its efforts to attract younger consumers through its advertising campaign, which instead sparked backlash from industry experts, dealers, and loyal fans, contributing to the ongoing drop in sales.
Once, Jaguar sold over 180,000 units globally in 2018, but that number fell to under 27,000 last year. The brand was sold by Ford to Tata Motors in 2008 for $2.3 billion, a stark change from when Ford purchased it for $2.5 billion in 1989 without turning a profit.
