Jaguar just posted a 97.5% sales collapse in Europe for April 2025. That’s 49 cars sold. Not 49,000. Forty-nine. Down from nearly 2,000 in the same month last year. Year-to-date sales across Europe are off more than 75%. Globally, Jaguar is selling fewer than 27,000 cars a year, an 85% drop from where they were in 2018.
Jaguar is only part of the company, the Land Rover side is where it is at and they are selling plenty of cars.
I expect you know this already, so why are Jaguar not selling any cars?
I am loathed to beat up on EVs, but Jaguar were early to market with a model that didn't sell well, except to Google for their self driving cars. It was a good car, as SUVs go, but they did not update it, and, in the home market, PHEVs from other brands hit the sweet spot of price, tax benefits, resale value and range.
Furthermore, Jaguar didn't actually make the iPace, it was outsourced to Magna Steyr in Austria.
There is also a demographic problem. The customer base is elderly. They want their brrm brrm noises from lots of cylinders in a V configuration. Selling cars to them would not be a problem, however, there are penalties for manufacturers that can't achieve low emissions across the fleet. Had there been lots of EV sales then this would have worked out. But it didn't, making their sports cars and big luxury sedans economically unviable.
The likes of Ferrari, McLaren, Aston Martin and others that only sell a small amount of cars get exemptions, but Jaguar was a different business model to that, with an expectation to sell hundreds of thousands of cars a year, ideally, so no exemption possible.
They also had a problem sourcing engines from the Ford plant in Bridgend, South Wales. Due to Brexit and other factors, Ford quit manufacturing in the UK, so that plant closed in 2020.
So they have had to cut free from their customer base to start over with something new for a new type of customer. They have pivoted. The plan now is to make EVs in the UK and to chase just the luxury market with a lower expectation of sales volume.
+1 on the demographic base - it's a shrinking market and was geared towards something "quintessentially British"... which only really sells well in the UK. Close your eyes and picture a Jag driver and you see Nigel Farage. Not a fashionable sell.
Pretty proud of their first pitch - it was a brave move. Looking forward to seeing how they get on.
