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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