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?
Discover more from Watts Up With That?
Subscribe to get the latest posts sent to your email.
I’d rather crawl. Or even worse: use public transport. Anything but driving this POS.
I have owned an XK 150, an S Type, and I currently drive an XE – I have been a Jaguar man for many years . . . and I had no intention of changing that.
But now I’ve got a problem . . .
Anybody stupid enough to buy an EV is doing nothing less than demonstrating ridiculous virtue-signalling ignorance, but in the interest of saving the planet, of course. The thing is, though, it takes 5x the amount of metal to construct an EV compared to an equivalent ICE vehicle.
That means 5x the amount of mining.
And when the global mining industry emits about the same amount of CO2 as the global aviation industry, anybody buying an EV is actually making the so-called CO2 problem . . . WORSE. And as EV sales rise amongst the ignorant, that will make the CO2 “problem” become EXPONENTIALLY WORSE.
Needless to say, none of increasing EV sales has anything to do with market forces. No, this would only happen as a result of mandates and subsidies . . . that you and I pay for!!
So, because I’m not that stupid, you see I have a problem: What the hell am I going to replace my Jaguar XE with when the time comes?!
“Supporters claim the crash in sales is all part of the plan.”
Aha I wonder what is the plan, the second coming of Jesus or watch how Jaguar goes belly up to raise from the ashes on the third day of its still smoldering battery crap?
If the overall plan is to wipe yourself of the map well good riddance, nobody will miss you “J”.
I will put a bumper sticker on my 50 year old R5:
“mine has history and parts, your EV crap has not even a future”
Every cloud has a silver lining.
I believe the owners of Jaguar want to put people into Range Rovers. Jaguar will become a niche brand and eventually disappear.
Now all they have left is the NHS. I had to explain to a young person why they marched in the opening ceremonies of the Olympics.
I’ve only watched the commercial once.
Does anybody in it ever smile?
Most commercials want to give the impression you’ll be happy or sexy or have some other desirable reaction by using the product.
Even drug companies show people happy and active after using their product while telling you your arms might fall off if you do use it.
The lesson for the people is to understand our power. Governments don’t want us to realize.
This Jag strategy reminds me of Tommy Hilfiger of the early 90’s.
They tried so hard to be fashionable, that they embraced terrorists and other nonsense.
The Wall Street Journal wondered out loud if the management wasn’t trying to “deep 6” the corporation.