What happened to Jaguar?
Jaguar Land Rover has lowered its profit expectations in light of the collapse and is dealing with significant revenue losses.
For decades, Jaguar stood for a blend of British engineering, performance, and luxury, an identity that helped the brand build loyalty among customers who valued refinement and heritage. But in its attempt to reinvent itself for a new era, Jaguar now finds itself facing one of the most severe sales declines seen in the European automotive market. In April 2025, the company registered just 49 vehicles in Europe, a 97.5% drop from 1,961 units sold during the same month the previous year.
For decades, Jaguar stood for a blend of British engineering, performance, and luxury, an identity that helped the brand build loyalty among customers who valued refinement and heritage. But in its attempt to reinvent itself for a new era, Jaguar now finds itself facing one of the most severe sales declines seen in the European automotive market. In April 2025, the company registered just 49 vehicles in Europe, a 97.5% drop from 1,961 units sold during the same month the previous year.
