The European Automobile Manufacturers’ Association (ACEA) has reported that Jaguar registrations in Europe plummeted from 934 during January-August 2025 to just two in the same period of 2026, effectively reducing the brand’s market share to zero percent.
In February 2021, Jaguar announced a pivot toward becoming an all-electric, all-luxury car brand. As part of this strategic shift, the company launched its November 2024 “Copy Nothing” rebrand campaign, which abandoned its traditional image of British luxury, sporting performance, and understated masculinity in favor of so-called “Exuberant Modernism.” The advertisement featured diverse and androgynous actors in bright colors and contemporary fashion.
The campaign triggered widespread backlash for dismantling Jaguar’s well-established identity. Critics highlighted that the ad did not include a car but focused on genderless models and criticized the replacement of the iconic cat symbol with a minimalist “JaGUar” logo. 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 and leaned heavily into British culture and dark suave aesthetics.
In response to criticism, Jaguar Managing Director Rawdon Glover accused critics of “vile hatred and intolerance” in an interview, stating: “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.”
According to ACEA’s data, Jaguar registrations fell from 24,902 in 2023 to 22,571 in 2024—a decline that accelerated after the November 2024 rebrand. Meanwhile, new car registrations across the European Union rose by 5.3 percent between January and August 2026.
