Jaguar’s daily vehicle sales have dropped by nine percent following the British brand’s controversial rebrand last month, according to new data.

In November, Jaguar unveiled its new “Copy Nothing” rebrand, featuring vibrant aesthetics and bold fashion, marking the start of a new era ahead of its transition to all-electric.
The rebrand sparked widespread criticism, with some accusing the company of abandoning its heritage, while others expressed frustration over the lack of an actual car reveal. However, this changed with the unveiling of the Type 00 concept car, showcased at Miami Art Week in early December.
The futuristic electric vehicle sparked mixed reactions on social media. Some praised Jaguar for embracing EV innovation, while others questioned the drastic departure from its traditional branding.
Data from Marketcheck UK revealed that in the seven days following the rebrand’s launch on November 19, only 133 used Jaguars were sold on average daily—a drop from the 146 average at the start of the month, representing an 8.9 percent decrease.
Alastair Campbell of Marketcheck UK told GB News: “Jaguar took a significant risk relaunching its brand. Has it paid off?”

Time will tell, but the initial figures are far from promising. There’s been no growth, and the immediate response from used car buyers has been notably negative.
“As a PR strategy, it has undeniably drawn significant attention and interest to the brand. Has that influenced used car sales? Possibly.
“However, the rebrand was as much about looking forward as it was about addressing past customers, and it appears to have contributed to a measurable decline in used car purchases.”
Campbell pointed out that the used car market serves as a reliable indicator of consumer confidence. The decline in sales suggests the rebrand has negatively affected public perception of the brand.

According to Marketcheck data, there are currently 9,803 used Jaguars available on the UK market. Since October, the F-Pace has been the best-selling model, while the XJ Series has been the least popular.
The E-Type remains the priciest model, with an average price of £70,544, while the more affordable X-Type is available for around £2,711.
During Miami Art Week, Jaguar announced plans for a full reveal of the Type 00 at the end of 2025, with projected prices ranging between £100,000 and £150,000.
Despite images leaking online a day before the launch, many were impressed by the new electric Type 00 concept’s sleek design. The vehicle is expected to deliver an impressive 478-mile range and gain 200 miles of charge in just 15 minutes.

At the launch event, Adrian Mardell, CEO of Jaguar Land Rover, stated: “Our journey has already begun, driven by our founding principle to copy nothing – and the results will be truly spectacular.”
Jaguar is set to debut three new electric vehicles in 2026, aligning with the brand’s new tagline, “Exuberant Modernism.”