Last month, Jaguar, which is a famous luxury car brand, saw the registration of only 49 new vehicles in Europe. This figure is not only surprising but also shows that the company is undergoing a phase of redefining its brand. Jaguar has recently closed many of its models, due to which there has been a huge decrease in sales. This low registration in Europe indicates that the company is now focusing on new products and electric vehicles that will be launched in the future.
This situation of Jaguar has come at a time when it is trying to change its brand completely. The company has stepped in the direction of electric and more modern vehicles by removing its traditional models. The effect of this change is that the sales of Jaguars in Europe in April were almost negligible. However, this decrease is limited to Jaguar only as its original company Jaguar-Land Rover (JLR) has done well in the last financial year. JLR recorded a profit of $ 3.33 billion which is the highest in the last decade.
This profit of JLR comes mainly from the sale of its other brands such as Defender, Range Rover Sport and Range Rover. These models recorded a sales of 272268 units, that provide a strong base for the company. In contrast, the sales of Jaguar saw a decline of 47.7 percent, limited to only 7070 vehicles in the first quarter of 2025. Nevertheless, the total sales of JLR increased by 1.1 per cent, with a significant contribution of 14.4 percent in North America.
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This situation is also worth considering for American consumers because Jaguar is a brand that is considered a symbol of luxury and performance. But low registration and lack of models can also weaken its appearance in the US market. The company's new strategy in which electric vehicles are being emphasized may probably bring it to a strong position in the future. However, for now it is clear that Jaguar's influence in the market did not remain the same.
The reason behind this change is not only the lack of models but also the changing priorities of consumers. People in the US are now getting more attracted towards electric and hybrid vehicles and the current lineup of Jaguar is not able to fully fulfill this demand. The company has announced that it will soon launch new electric models which may probably overcome this deficiency. But by then the news of such low registration can affect the image of the brand.
Finally, this situation of Jaguar makes us think how fast the luxury automobile industry is changing. The overall performance of JLR may be strong but Jaguar will have to work hard to get its old pride back. American consumers will have to see if Jaguar's new strategy and electric vehicles live up to their expectations. Till then, news like 49 registration will remain a topic of discussion in the automobile world.
