Jaguar, the British multinational car manufacturer, is currently witnessing one of the most severe sales declines in the European automotive market. The British carmaker registered just 49 vehicles in Europe, a 97.5% drop from 1,961 units sold during the same month the previous year. Known for its fusion of British engineering, performance, and luxury, the carmaker has built lasting loyalty among customers drawn to its heritage and sophistication.

Year-to-date sales from January to April fell 75.1 percent, with just 2,665 cars sold across the continent. This comes amid the company undergoing a sweeping rebranding to position itself as a desirable EV brand in the European market. Analysts claim that the strategy thus far has stemmed from a misreading of both the brand identity and market demand. 

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Current Strategy 

The company has pivoted to become a fully electric and ultra-luxury manufacturer. It was coupled with the launch of a marketing campaign featuring androgynous models in vibrant settings, minimalist slogans such as “Copy Nothing” and “Live Vivid,” and a futuristic claw-like logo. The campaign seemed different from its previous strategies, including a showcase of marvelous engineering and the luxury that the brand stood for. Most surprisingly, the new strategy or branding didn’t feature any cars.

Public Reaction 

The brand aimed at connecting with new audiences on the global stage, but the strategy didn't garner any such initial public reaction from the audience. On the other hand, it polarized and made public figures like Elon Musk call out the brand for abandoning its core identity of cars made out of marvelous engineering and luxury amenities. 

Automaker Suffering through an EV Gap 

As part of Jaguar Land Rover’s push to reposition Jaguar as a premium electric brand, the rebrand signals a shift to low-volume, high-margin models. But with its EV lineup still under wraps and its $200,000 flagship GT not arriving until late 2025, Jaguar dealerships are left with a major product gap after pulling nearly all combustion models.

However, the analysts seem divided over the issue of sales, as they claim that the automaker might have underestimated its bond with the traditional buyers, while some claim that the new branding, however small, is a much-needed step to position the brand correctly.