Jaguar’s controversial rebranding effort was widely expected to hurt the storied marque, but newly released sales figures reveal just how steep the damage has been. The decline came as no surprise, yet the sheer scale of the drop still managed to astonish observers.
The numbers offer a cautionary tale about tampering with a heritage brand’s identity. As Jaguar attempts to reinvent itself, the plummeting sales suggest that loyal customers may not be following along with the new direction.