Jaguar’s Woke EV Campaign Crashes Sales 97% – Watts Up With That?

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.

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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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