Jaguar’s Sales Tank After Bizarre Non-Binary Rebrand

Jaguar’s sales in Europe have plunged dramatically, with only 49 vehicles registered in April 2025, a 97.5% drop from the 1,961 units sold in the same month the previous year.

Jaguar’s European sales plummeted by 97.5% and year-to-date figures show a 75.1% decline in sales, with just 2,665 units sold from January to April 2025. Globally, Jaguar‘s performance dropped sharply from 180,833 units in 2018 to 26,862 units in FY24/25, holding a market share of just 0.1% in both Australia and the U.K.

These sales figures follow Jaguar’s bold rebrand in November 2024, which departs from its traditional identity. The luxury automaker unveiled a new logo and advertising campaign that notably excluded depictions of cars, instead featuring androgynous models in vibrant attire, with slogans like “Copy Nothing” and “Live Vivid,” positioning Jaguar as a modern, inclusive brand.

Critics slammed Jaguar’s rebrand for straying too far from the brand’s performance-focused roots, accusing it of pandering to a “woke” agenda. Even Elon Musk voiced his displeasure with the rebrand, and some critics asked whether the brand was still relevant to traditional, high-performance car enthusiasts.

In the first quarter of 2025, BMW, Mercedes-Benz, and Audi also faced challenges in the European market but managed to maintain competitive positions. BMW reported a 32.4% increase in fully electric vehicle (EV) sales compared to the same period in 2024, despite a 9% decline in overall 3 Series sales.

Mercedes-Benz experienced a 7% drop in total vehicle deliveries, with a 10% decline in Europe, while its electric vehicle sales decreased by 10% to 45,500 units. Audi’s European deliveries slightly decreased by 0.7%, but its electric vehicle sales surged by 50.4% compared to the previous year.

Jaguar did not immediately respond to the Daily Caller News Foundation’s request for comment.