Jaguar has addressed reports linking its sharp decline in vehicle registrations to its recent rebranding, clarifying that the drop is part of a planned transition ahead of the launch of its new electric vehicles.
According to data from the European Automobile Manufacturers Association (ACEA), Jaguar registered 49 new vehicles across Europe in April 2025, compared to 1,961 during the same month in 2024, a fall of 97.5%. The figures led to industry speculation that the company’s rebranding and marketing repositioning, which introduced a minimalist visual identity and shifted away from traditional automotive advertising, may have contributed to the decline.
“Jaguar’s rebranding is not related to a sales decline. The brand had long anticipated a period when its current range would no longer be on sale ahead of the launch of its new electric vehicle collection,” a Jaguar Land Rover spokesperson told financialexpress.com.
Jaguar described the change as a planned step in its transition to a new portfolio of electric vehicles. “Comparing Jaguar sales to 2024 is pointless as we are no longer producing vehicles in 2025 with low levels of retail inventory available,” the company said.
Jaguar’s rebranding forms part of its Reimagine strategy announced in 2021, which involves repositioning the brand as an all-electric luxury manufacturer. Production of models including the XE, XF, F-TYPE, I-PACE, and E-PACE ended in 2024 as part of this transition. The company referred to this phase-out as a “strategic sunset” of its current range.
Jaguar Land Rover, the parent company, has previously stated that a gap between the end of current production and the arrival of new models was expected as part of its long-term electrification plan. Jaguar’s transformation is set to culminate in the launch of a new line of all-electric models, the first of which is expected in 2026. The rebranding, featuring a redesigned logo, stripped-back design language, and simplified brand communications, was introduced as part of efforts to reposition Jaguar in the luxury electric space and distinguish it from the broader Jaguar Land Rover portfolio.
