260 cars in one month

Yep, 260 cars Jaguar has sold last month, not in the UK alone, but in the entirety of Europe. That’s a market share of 0,11 %. That’s almost nothing! Compared to that, BMW sold 45000 cars last month in Europe.

The reason for this decline is multiple, Jaguar has decided to make smaller, less expensive cars in the early 2000’s. The cars were popular for a while but got passed by premium brands like BMW, Audi and Mercedes. It made Jaguar lose its reputation as a luxury brand.

Complete makeover

Therefore Jaguar has decided to stop making cars for the next year, and completely start over in 2026. With new cars and a complete (woke) rebranding. The mountain lion as logo disappears, and a round “British” logo enters the stage. A huge bet, that could turn out wrong. But on the other hand, less than 260 cars in one month is almost impossible.

The new logo

Jaguar will be a luxury brand again and cars will cost at least 150000 EUR again. No more 60000 EUR models. They want to compete with Aston Martin, Bentley and Rolls Royce again!

A sneak peek at a future Jaguar

A very blunt move, with a logo that really looks dodgy to me. But I am no marketeer. I am very curious what we can expect in 2026!

Sincerely,

Pele23

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