Jaguar: A Brand That Forgot Its Roar
At Auto-Design, we live and breathe automobile art. Every curve, every exhaust note, every badge tells a story. And few brands have told stories as rich, elegant, and thrilling as Jaguar. But today, as creators of car posters and lovers of automotive artwork, we’re witnessing something we never thought possible: the slow, painful downfall of an automotive icon.
When Sales Speak Louder Than Style
Let’s start with the numbers—because the numbers are brutal.
In 2018, Jaguar was still holding strong, selling over 180,000 units worldwide. By 2023, that number had crashed to under 67,000. And the freefall isn’t over: in the first quarter of 2025, only 7,070 new Jaguars were registered—a 47.7% drop compared to the same period last year.
To put it into perspective:
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Jaguar sold fewer than 50 vehicles in Europe in April 2025.
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UK registrations dropped by 64% in December 2024 compared to 2023.
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In contrast, brands like BMW, Mercedes, and even Alpine continue to rise in global visibility and respect.
For a brand once known for producing timeless icons like the E-Type and XJ220, this kind of decline isn’t just sad—it’s historic.
From Le Mans Glory to a Digital Ghost
Jaguar’s DNA is rooted in motorsport greatness. The brand made its name by dominating Le Mans in the 1950s, crafting lightweight machines that blended elegance and aggression. These were cars that deserved to be turned into car posters, framed as auto posters, and immortalized in car art for generations.
But somewhere along the way, Jaguar lost the plot.
Reliability issues, bland model updates, and a confusing shift in brand identity alienated loyal fans. While the market leaned into emotion, personality, and experience, Jaguar leaned into silence.
The EV Pivot That Froze the Brand
In 2024, Jaguar announced it would go fully electric by 2026. Bold move? Yes. But visionary? Not quite.
They scrapped the all-new electric XJ before it even launched, and now the I-Pace—the only EV in their lineup—is being phased out. As of 2025, the F-Pace is the only Jaguar still in production. The lineup has gone from legendary to... nearly nonexistent.
We’re not against electric cars—far from it. We’ve created some of our favorite car posters around futuristic EV design. But for Jaguar, the move felt like a retreat, not a revolution. And the market responded with silence.
The Jaguar Type 00 — A Risky Reinvention
When Jaguar unveiled the Type 00, many of us, true car enthusiasts, couldn’t help but feel uneasy. Yes, it’s bold, electric, and futuristic—but it’s a far cry from the raw beauty that once defined Jaguar. The aggressive lines, oversized wheels, and flashy colors like Miami Pink feel more like a design exercise than true automobile art. This isn’t the kind of machine we dream of turning into car posters or automotive artwork on auto-design.store. Jaguar is trying to reinvent itself—but in doing so, it may have forgotten what made it special in the first place.
When a Rebrand Doesn’t Roar
Jaguar’s 2024 rebrand—"Copy Nothing"—was meant to reset everything. They teased futuristic models in conceptual videos, abandoned their traditional identity, and hinted at a new luxury direction.
But car lovers don’t fall for smoke and mirrors. They fall for automobile art. For car artwork that feels alive. Jaguar promised form, but forgot the soul. In a time when even automobile posters of brands like McLaren, Porsche, or Dodge can evoke raw emotion, Jaguar’s marketing felt... sterile.
The Emotional Side of the Fall
At Auto-Design, we’re not just observers. We’ve felt the change. We used to create automotive artwork of the Jaguar F-Type and E-Type with pride—icons that sold as car posters to enthusiasts across the world. But over the past two years, fewer and fewer of our customers ask for Jaguar pieces.
Can Jaguar Return to Glory?
The brand says it’s preparing a new ultra-luxury EV GT by 2026, priced around £100,000. That could be their saving grace—if it’s beautiful, emotional, and distinct. If it’s a car worthy of poster art. A car people will want to hang on their wall and dream about.
But Jaguar needs more than good looks. It needs to reconnect with the car culture that once adored it. The same culture we celebrate every day with our limited-edition car posters and automotive art on auto-design.store.
Final Thoughts from Auto-Design
We don’t write this article with joy. We write it with love—for what Jaguar once was, and what we hope it can become again. As creators of car art, we know how much a design, a sound, or a silhouette can mean to a generation.
Jaguar has lost its roar. But if it finds the courage to build cars that stir the soul again—automobile art you can drive—then maybe, just maybe, we’ll get to print a whole new generation of Jaguar auto posters for the walls of dreamers worldwide.
And we’ll be the first in line to buy one.