Jaguar’s Europe sales plunged from 1,961 units in April 2024 to just 49 vehicles in April 2025
Jaguar sales were in decline up to July 2025, with Q1 FY26 wholesales down 10.7% and retail sales down 15.1% year-on-year, due to the wind-down of its legacy internal combustion engine models, the impending launch of a new electric flagship vehicle, and other market factors.
This significant drop is attributed to Jaguar’s transition to an all-electric brand and a controversial rebranding campaign. While Jaguar Land Rover as a whole posted record profits for FY25, driven by Land Rover sales, Jaguar’s sales figures reflect a deliberate pause in production and sales as part of their strategic shift.
Jaguar sales in Europe saw a drastic 97.5% decrease in May, with only 49 vehicles sold compared to 1,961 in the same month the previous year.
This decline is linked to Jaguar’s transition to an all-electric lineup and a rebranding campaign that involved a new logo, futuristic designs, and a focus on minimalist slogans and androgynous models.
The rebranding campaign has been criticised for alienating loyal customers and potentially misreading the brand’s identity and market demand.
Jaguar intentionally paused production of its vehicles at the end of 2024 as part of its transition to an all-electric brand, which also contributed to the sales dip.
Jaguar’s first production car under the rebrand will be an electric four-door GT, set to be revealed in late 2025 before reaching showrooms next year. Targeting the likes of Bentley and Rolls-Royce with an imposing design and deluxe interior, it remains to be seen how far upmarket the Jaguar brand can go, and this will be the model to answer that question.
Meanwhile, the last Jaguar electric car made little difference in Malaysia. The Jaguar I-Pace “Stealth” package starts from RM12,000 in Malaysia.
Building on the success of the Jaguar I-Pace launch by Jaguar Land Rover Malaysia (JLRM) earlier this year, the multi award- winning electric vehicle (EV) is now set to enhance its aesthetics with the introduction of the “I-Pace Stealth” Pack, designed to add a more distinctive design and dynamic appearance to the sporty EV SUV.
