Essay by Eric Worrall
Supporters claim the crash in sales is all part of the plan.
The full promo video;
Jaguar is, or was, a significant British luxury vehicle brand. I owned a Jaguar “S” type for a few years, and to be fair it was a terrific driving experience. However, maintenance was a nightmare – the suspension needed a rebuild every two years, and the low ground clearance made navigating some of Britain’s less well maintained roads a challenge. My vehicle finally died when the Jaguar engine sucked in a bit of water after going through a puddle, which led to the vehicle catching fire.
Not everyone believes the 97% crash in sales was a blunder – supporters claim it is all part of the plan.
Jaguar’s Massive 97% Sales Collapse Is Actually Very Misleading
Let’s take a look at the numbers and what internal data at Jaguar says about the future
BY STEPHEN RIVERS
JULY 2, 2025 AT 08:40
- Jaguar sales dropped over 97 percent in Europe after production was halted.
- Despite the sharp decline, this outcome was planned as part of the company’s rebrand.
- Insights from Jaguar’s latest investor day provide cautious reasons for optimism.
It’s not just your imagination. If you’ve stopped by a Jaguar dealership recently, you probably noticed the lot looking unusually bare. In fact, most local Jaguar dealers have fewer than 10 new cars available for sale, and some don’t have any at all. This slowdown has contributed to a dramatic 97.5 percent drop in Jaguar’s sales across Europe.
At first glance, that figure seems catastrophic, and it’s already fueled headlines pointing to a collapse linked to Jaguar’s high-stakes rebrand and its pivot toward electric vehicles. But those interpretations miss a crucial piece of context. Jaguar intentionally stopped producing cars at the end of 2024, a move that stretched into early 2025 in some regions, as part of a planned transition to becoming an EV-only brand.
Read more: https://www.carscoops.com/2025/07/jaguars-massive-97-sales-collapse-is-actually-very-misleading/
…
They have certainly attracted attention with this advertising campaign.
What can I say? Despite having fun with my “S” type, I can’t imagine ever owning a Jaguar again. The mechanical challenges I experienced owning a gasoline powered Jaguar all those years ago, and Jaguar’s indifference to problems experienced by at least one of their customers inspires a lack of confidence in how Jaguar will handle the challenge of building safe, high quality EVs.
But maybe I am being unfair, my Jaguar experience was a vehicle which was built over 25 years ago. Perhaps they have fixed their mechanical issues and customer service.
What do you think? Would you purchase a Jaguar EV?
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Jaguar was the pinnacle of Britishness & excelled for 40 years. The E type is still probably renowned as the most beautiful car ever built. But the woke know how to cancel a brand, and wow they have succeeded here.
I guess the people at Jaguar never heard of Bud Light.
😉
Advertising people are often not thinking clear nor real people.
Sometimes ads are so obscure few people will grasp who is represented let alone the point.
Too many advertising agencies and website creators prioritize winning awards from their peers rather than moving product or facilitating desired activity.
More than once I have abandoned sending money to a company because their really clever website made it too hard.
If anyone is guilty of this; it is Apple. Once, Apple understood that “Ease of Use” sold Apple computers. Now, the company is obsessed with minimalism – so sophisticated, so elegant. So not-easy-to-use!
Product information in print so small, reading it, even with a magnifying glass, is a challenge. Computer use depends on an ever-decreasing number of tiny icons that must tapped in a sort of Morse Code to produce the desired sub-menu tree. Or do tricky one-or-two-finger swipes to find the “G-Spot” that makes the computer love you back. AAaaarrgh!!!!
Simple question: Did Chanel sell a lot of expensive No. 5 because women and men wanted the wearer to be as desirable as Catherine Deneuve or Marilyn Monroe?
Perhaps the Jaguar “Freaks” would sell even more – LOL
Or simpler: the question “WTF they were on?” is not at all rhetorical. Now and then some or other ad clip instantly makes the more over the top scenes from Pelevin’s “Babylon” (like the cocaine carpet) quite believable. :]
If you ask me (and you didn’t) those Jag ads scream of an underlying desire to Cancel the EV Culture.
I just traded in my 2017 F Type which I really liked for a Volvo XC60 T8 hybrid. Jaguar 360 hp. Volvo 455 HP. The Volvo wins hands down.
Are you sure of that claim
“For the 2024 model year, the F-TYPE is exclusively available with a supercharged 5.0-liter V8, offering either 444 or 575 horsepower. “
575 HP beats the Chinese Volvo SUV 455hp and even matches in the’ low power’ 444hp version
I suspect acceleration is about equal with a higher torque ratio in the Volvo.
It’s all the battery making slaves that give it the extra performance.
Until they make an EV that can go 400 miles on a 3-minute recharge and not spontaneously combust, I will not buy ANY EV, much less an overpriced import.
Me neither, Toby.
I am at that age where I have maybe a decade of driving left. I’m telling you I ain’t going to waste that time sitting in an EV. My 5.7L V8 will do me just fine. 350,000km on the clock. Plenty of life left in the old girl. We will grow old together gracefully generating plant food😁👌🇦🇺
Also needs to have a manual transmission. Then I MAY consider it.
I’d let them slide to a 10 minute recharge
Would I buy one? No.
But I might buy one these …
https://youtu.be/0k1tbf8muMc
I own from new a 2017 Jaguar XF, 3 liter, supercharged. Most reliable car I’ve ever owned. Handles superbly for a saloon, or any car for that matter, quiet supple ride even at 100 mph. 20 mpg around town and 30 mpg on the highway averaging 75 mph (possible for hours in the desert between California and Arizona). Best brakes I’ve ever experienced. Was only going to keep it for 5 years when the warranty ran out but due to its’ reliability and comfort I’m keeping it. Jaguar is owned by Tata, an Indian company. Yes, they are going all EV. It’s a death knell for Jaguar.
I have owned five or six Jaguars spanning nearly 30 years. Never had a problem with any of them. For the past year I have been driving a 565 hp, F-Pace. It’s a wonderful automobile, super fast and fun to drive. It burns a lot of fuel so makes a lot of plant food. The new commercial is stupid. I very much doubt that the folks depicted in the commercial represent even a small fraction of Jaguar drivers. However, a stupid commercial won’t stop me from enjoying their cars.
I’ve owned Jaguars since 1984. Had an XJ6 for 12 years, restored a 1954 XK120, bought an XK8 in 1996, an “S” type in 2002, an XF in 2014, which I still have, and it’s my favorite. A lovely 5 liter V8, handles as well as 2 seaters I’ve had, and is blindingly fast. Jaguars have always been that wonderful combination of supple but crisp handling and smooth ride. I am devastated by this turn of events. Who the hell do they think their customer base is? As someone else commented, William Lyons is turning in his grave, along with Stirling Moss and the other jag racers from the glorious days of the “D” type.
Jaguar had such a bad reputation for reliability it improved when they were owned by Ford.
I have a 2011 Jaguar XKR Convertible with the 510 horse Ford drive train. I bought it 2+ years ago and asked the dealer if a 3rd party warranty was available for it. I expected yes, but its a fortune, because its, well, a Jaguar.
To my utter amazement, there was a 3rd party warranty and they classed it the same as a Nissan Altima (among other vehicles). The dealer phoned them to make sure they hadn’t made a mistake.
I bought the warranty. Waste of money. Other than a faulty air-conditioning compressor, the car has been bullet proof.
There were the Jaguar years, then the BMW/Ford years (BMW referred to them as the English Patient), then the Jaguar/Ford years (Who designed all these electronics? You’re fired!), then the Jaguar/Tata years. Alas, the brand will probably end with the Jaguar/Woke years. I might be able to pick up a used F-Type at a reasonable price as the dealerships would be literally starving except they sell Land Rover too.
But a new one? That video image sticks in my head every time I see the logo. All electric? First question: When they hired the marketing geniuses from Bud Light did they also rehire the engineers Ford fired?
Whee!
Denial on display.
😉
Whee! A zealot…..
So…how’s that KoolAid tasting? Enough ICE???
My only Jag experience was breaking down in the left lane of an urban freeway during rush hour. Would not accept a ride again.
Get woke, go broke.
At least now we know who Jaguar thinks it’s new EVs will appeal to. Weirdos.
Kamala Harris would probably be given one as a PR move, after all there are still a lot of Democrats out there.
I had a red1967 Jaguar XKE many years ago (the one with plexiglass covered headlights) Absolutely beautiful fast, fun car. Mechanical nightmare. On a trip from Florida to New Mexico the car lost/threw two fanbelts the last one wiping out some wiring. Sold it in Albuquerque. Worth a lot of money now and if you enjoy aggravation buy one!
That was always my dream car.
Would I buy a new Jag?
No chance, not even a diesel one. A friend got one 3 years ago and it gave nothing but grief.
A diesel Jaguar? Serious cognitive dissonance.
Dodid such things exist?Eric, what can we say about Jaguar and the devastatingly bad ad campaign. Any company that thinks linking a bunch of misfits and odd balls to its brand plus stopping building ICE powered vehicles, which had the essence of driving spirit built into them, is clearly not looking to be a serious manufacturer of vehicles in the future.
With that in mind I certainly would not buy an electric/battery powered Jaguar.
Despite having the ability to buy any car on the market, I drive a 13 year old diesel powered SUV and have no desire or need to change it. The thought of driving a battery vehicle across a stump strewn field fills me with real anxiety.
misfits and oddballs? Mentally ill is more like it.
Always expensive and unreliable, I won’t miss them.
Eric, it might be Ta Ta for Jaguar?
sorry, couldn’t help myself 🙂
Jaguar is owned by Tata Motors, an Indian multinational automotive manufacturer.
https://en.wikipedia.org/wiki/Jaguar_Cars
So Jaguar intentionally committed suicide, and that’s OK – because that was the plan all along?
What kind of company completely shuts down its operations catastrophically, abandoning all of its existing customer base, in order to “transition” to a different product line that its customers didn’t ask for?
I’ll tell you: a stupid company committing suicide.
My first car, in 1980, was a 1967 S-Type, the original version. Great to drive, drank huge amounts of fuel (you could see the fuel guage moving when driving fast on the motorway), prone to overheating, and the carpets got wet when you drove in the rain. Keeping it on the street in West London wasn’t exactly ideal. Great car but I didn’t mourne it too much when it was stolen after a year!
A friend here in Norway had a Jag EV, he was very happy with it until it took off on its own one day in an underground carpark and crashed through a wall. His wife was driving and hadn’t done anything, she was bruised and shaken, but otherwise OK. The police confirmed it wasn’t her fault, but nobody was interested in finding out why it happened, not even Jaguar. So, I wouldn’t buy one of their ‘drive by wire’ EVs either.
An old e-type though, that could be fun!
Something like this: https://www.facebook.com/share/14DrUB71hyJ/
In our village we have an electric Porsche Something – lovely shape but I have this curious unease about it. You buy a Porsche like that for the exhaust note, the glamour, the Porcheness. Electric? It’s sort of defeatist. Inappropriate. A sort of Porsche carapace over something rather weird. Not for me. I’ll stick to my ADBLU diesel Citroen ulez compliant £20 Road tax and one hop to Sarlat SW France.
You might think that, but when Ferdinand Porsche designed his version of the experimental tank that would eventually become the Tiger I, it was a hybrid.
I’m on my fourth XJ6. The current one is eight years old, 3litres, supercharged and drives like a dream. It’s black and only done 30K miles, so will probably take me (or rather my mourners) to my grave.
Dr. Roy Spencer Update June 2025
I’m not sure the author actually owned a kitty kat because everyone that I’ve met who owns one can’t wait to tell that they drive a Jagwa.
Well given they have no cars for sale until 2026 at earliest … no-one can argue one way or other. Like them or hate them you aren’t going to be driving one 🙂
On a still, dark night, if you listen carefully you can hear a high pitched whine. That’s William Lyons turning in his grave.
I would only drive someone else’s Jaguar. Lovely experience to sit in a Jaguar but a terrible car to maintain. Always was. Like the Range Rovers and Land rovers. Just bad unreliable poorly engineered. Look classy though. Imagine how Jaguar owners would flock to a Trans type car.
I wouldn’t purchase ANY EV.
See ultra ugly California compliance cars for EPA/CARB if you need any proof of how this works in daring anyone to get one.
We need truth in advertising laws that requires the names of execs and consultants to be attached to all ads and related promotional products.