Jaguar 'woke' rebrand is a 'significant risk' and has caused used car sales to drop - 'Not encouraging!'
WATCH: GB News panel react to Jaguar 'doubling down' on 'woke' rebrand
GB NEWS
Daily sales of Jaguar vehicles have fallen by nine per cent since the British brand's controversial rebrand last month, according to new data.
In November, Jaguar launched its new "Copy Nothing" rebrand, complete with colourful aesthetics and bold fashion as it ushered in a new era before it switched to all-electric.
The move was met with widespread criticism, with many saying it was killing the heritage of the brand, while others complained that Jaguar had not shown a car.
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Jaguar sales have fallen since the controversial rebrand in November
JAGUAR
The futuristic electric vehicle divided opinions on social media, with some praising the brand for moving forward with EVs, although others questioned why it had made such a drastic shift away from its typical branding.
In the seven days following Jaguar's "Copy Nothing" rebrand on November 19, only 133 used Jaguars were sold on average each day, according to data from Marketcheck UK.
In comparison, the start of November saw an average of 146 used Jaguar sales, equalling an 8.9 per cent difference.
Speaking exclusively to GB News, Alastair Campbell, from Marketcheck UK, said: "Jaguar took a significant risk relaunching its brand. Has it paid off?
Jaguar said its first reimagined electric four‑door GT would be properly revealed next year JAGUAR"Time will tell, but the initial figures are not encouraging. There has certainly been no growth, and the immediate reaction is a poor one according to used car buyers.
"As a PR strategy, it has generated an incredible level of attention and interest in the brand. Has that impacted used sales? Maybe.
"But the re-launch was as much about the future as the customers of the past and has arguably resulted in a statistically significant drop in used purchases."
Campbell noted that the used car market is an "accurate barometer for consumer confidence". The fall in sales suggests the rebrand has had a negative impact on the public's perception of the brand.
Jaguar unveils its new brand identity
According to Marketcheck data, there are currently 9,803 second-hand Jaguars on the UK market. Since October, the F-Pace has been the best-selling, while the XJ Series is the least popular.
The E-Type was the most expensive average model, with prices of around £70,544, while drivers could get their hands on an X-Type for around £2,711.
At the Miami Art Week event, the brand said it would do a full reveal at the end of 2025, with ranging estimates about how much it will cost, potentially between £100,000 and £150,000.
While the pictures were leaked online the day before the launch, many were still impressed with the look of the new electric Type 00 concept, which could have a staggering range of 478 miles and add 200 miles of charge in just 15 minutes.
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Jaguar unveiled the Type 00 concept car during an event at Miami Art Week
JAGUARSpeaking at the launch event, Adrian Mardell, chief executive of Jaguar Land Rover, said: "Our journey is already underway, guided by our original ethos to copy nothing – and the results will be nothing short of spectacular."
Jaguar is expected to launch three new electric vehicles in 2026, which could match the brand's new "Exuberant Modernism" tagline.
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