Jaguar sold just 49 cars across Europe in April 2025, down 97.5 per cent from the same month last year as the brand goes through a total overhaul.
If you thought luxury car sales were struggling, wait until you hear about Jaguar’s numbers. The British icon has hit what might be the biggest sales decline in history, with just 49 new cars sold across all of Europe in April. Yes, 49. That’s fewer than most dealerships sell in a weekend.
The Numbers Are Shocking
April 2025 vs. April 2024: 49 vs. 1,961. That’s a 97.5% drop. To put that into perspective, it’s like going from selling 2,000 smartphones to 50. The sort of drop that would make any entrepreneur break out in a cold sweat.
To date: 2,665 vs 10,641. That is a 75.1% decline that would make even the most sanguine investor worry.
What’s Really Going On Behind the Scenes
Here’s the thing – these numbers aren’t shocking when you understand what’s going on. The company is gutting themselves, killing off old models, and planning for a new identity. It’s like watching a butterfly burst from a cocoon, except for the part where this is done publicly, and shareholders are watching.
Jaguar has been retiring its line-up in its entirety. The F-Type, XE and XF have all been killed off. Last year, Jaguar even ceased to sell new cars in its home market. If you have nothing new to sell, sales go to zero.
The Bigger Picture Isn’t All Bad
While Jaguar’s numbers are bad, Jaguar-Land Rover as a whole is doing okay. In fact, they just reported their biggest profit in a decade – $3.33 billion for the year ending March. That’s the kind of number that puts a smile on the faces of executives during board meetings.
The secret? Land Rover is killing it. In the same time the Defender, Ranger Rover Sport and Range Rover sold 272,268 units, while Jaguar sold 26,862 worldwide. It’s as if one humdinger of a restaurant is keeping an entire hospitality group floating while another is under construction.
North America Keeps the Lights On
Jaguar’s global sales are down 47.7% to 7,070 in Q1 2025 but JLR overall is up 1.1%. Much of that is due to North American customers who are up 14.4% for the quarter. Of the 111,413 vehicles JLR has sold this year 34,764 have gone to driveways in the US and Canada.
Specifications Table: Jaguar’s Current Market Position
| Metric | April 2025 | April 2024 | Change |
|---|---|---|---|
| European Registrations | 49 | 1,961 | -97.5% |
| Year-to-Date Europe | 2,665 | 10,641 | -75.1% |
| Global Q1 Sales | 7,070 | 13,518 | -47.7% |
| JLR Total Profit (FY) | $3.33B | N/A | Record High |
| Land Rover Sales (FY) | 272,268 | N/A | Strong Performance |
| North America Growth | +14.4% | N/A | Positive Trend |
What This Means for Car Buyers
If you’ve been eyeing a Jaguar, this is an interesting time. On one hand, finding a new Jaguar right now is like hunting for a rare collectible – they’re not making many. On the other hand, when the new models arrive (likely starting with the production version of the Type 00), they’ll be a completely fresh start for the brand.
For existing Jaguar owners, this scarcity might work in your favor. Classic supply and demand economics say that when new cars become rare, well-maintained used ones hold their value better. Your current Jaguar might just become more special than you realized.
Read more : BMW iX Just Got a Major Upgrade for 2025 – 701km Range, Luxe Cabin
FAQs About Jaguar’s Sales Situation
Why are Jaguar’s sales so low right now?
Jaguar is in the midst of a brand overhaul and has already discontinued many of its current models. Traditional sales are essentially on pause, so scrub that from the business plan, while they get ready an entirely new lineup of electric vehicles.
When will new Jaguar models be available?
The production version of the Type 00 concept is expected to arrive within the next year, marking the beginning of Jaguar’s new electric-focused era.
Is Jaguar going out of business?
No, Jaguar-Land Rover as a company is very profitable right now, thanks largely to strong Land Rover sales. Jaguar is just reinventing itself rather than disappearing.
Will Jaguar prices go up with the new models?
While nothing is confirmed, the new electric Jaguars are expected to be ultra-luxury vehicles, which means higher prices than current models.
Should I buy a current Jaguar model while I still can?
If you can find one and love the traditional Jaguar experience, it might be worth considering – these final models could become collector’s items as the brand transitions to its new identity.
Final Verdict
On paper, Jaguar’s sales are brutal, but they paint the picture of a brand that’s reinventing itself, not one that’s failing. It’s like seeing a phoenix burn – the fire seems gut-wrenching, but it’s a needed thing to prepare you for what’s next. But 49 cars in a month is shocking, yet really just the calm before what Jaguar hopes will be a vastly different kind of storm. For car enthusiasts, it is the end of an era and the beginning of a new one. Whether that new thing will win over luxury car buyers as traditional Jaguars have is TBD, but one thing is certain, this is the bottom and up-only.
