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Jaguar's Sales Plummet 97.5% Amid EV Transition

7/4/2025

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Summary

Story summary

Jaguar's European sales fell dramatically by 97.5% in April 2025, with just 49 units sold.
The decline is linked to a production halt for a transition to an EV-only lineup.
Year-to-date sales decreased by 75.1%, totaling 2,665 vehicles from January to April.
A controversial marketing campaign focused on lifestyle, receiving mixed public reactions.
The managing director emphasized the campaign's goal of boldness over conventional auto branding.

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Story summary

Jaguar's European sales fell dramatically by 97.5% in April 2025, with just 49 units sold.
The decline is linked to a production halt for a transition to an EV-only lineup.
Year-to-date sales decreased by 75.1%, totaling 2,665 vehicles from January to April.
A controversial marketing campaign focused on lifestyle, receiving mixed public reactions.
The managing director emphasized the campaign's goal of boldness over conventional auto branding.