Jaguar sold just 49 cars in April 2025 after woke rebrand

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Jaguar’s “Copy Nothing” rebrand proved disastrous and the response appears to be reflected in the company’s plummeting sales.

The British luxury car brand recorded only 49 new vehicle registrations across Europe in April 2025, according to data from the European Automobile Manufacturers’ Association.

In April 2024, Jaguar recorded 1,961 vehicles sold, marking a 97.5% nosedive and one of the biggest plunges for a premium carmaker in recent history.

While this year’s Canadian sales numbers to date have not been made known, Jaguar sold just 1,272 vehicles in 2024.

But it’s no coincidence that in the middle of those astonishing year-over-year numbers was Jaguar’s “Copy Nothing” campaign and the debut of its reimagined logo.

The otherworldly ad featured models in colourful outfits on what appeared to be another planet as they posed alongside phrases such as “break moulds,” “create exuberant,” “live vivid,” and “delete ordinary.”

What was missing from the 30-second ad was imagery of any sort of vehicle — just expressionless models, rocks and dirt.

Many weren’t surprised, with the consensus on social media being “Go woke, go broke.”

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One X user commented: “A company capable of building great cars, some fire breathing monster race cars as well and they take radical left turn like that… makes you wonder what goes on in the boardrooms these days, whether the execs have the slightest clue as to what their companies really build, the history they have.”

Others simply thought the ad campaign was confusing, with one writing that “it felt more like they were selling makeup or house paint, not a car.”

There were also those who defended the declining sales numbers, citing a factory shutdown due to re-tooling.

Jaguar managing director Rawdon Glover said in an interview with Auto Express earlier this year that the ad wasn’t intentionally woke but, rather, was meant to reflect Jaguar’s design.

“We definitely weren’t saying ‘we’re about diversity,’” he explained.

“The creative concepts and the individuals were chosen because they were very modern, striking and bold. And we presented a car that was very exuberant, bold and modern.”

Last month, Jaguar Land Rover (JLR) dropped its 2026 profit expectations, lowering its earnings before interest and taxes margins to 5%-7%, down from 10% earlier amid looming tariffs in the uncertain global auto industry, Reuters reported.

In April, U.S. President Donald Trump imposed a 25% tariff on all foreign-made vehicles, forcing JLR to temporarily pause shipments.

The following month, Trump reduced U.K. vehicle levies to 10%, though it’s still more costly than previous years.

As of 2025, Jaguar has just five vehicles in its Canadian lineup: The XF sedan, the F-Type sports car, and three SUVs — the E-Pace, I-Pace and F-Pace.

Glover added that while Jaguary “won’t be putting a plug-in hybrid in that lovely long bonnet,” he admitted that by 2030, “electric is going to be the dominant powertrain.”