Part 4/10:
The Eroding Sales and a Frightening Decline
Jaguar's sales have plummeted catastrophically—down 97.5% in Europe, with only 49 vehicles sold there in recent times, and an expected global total of around 3,500 units in 2029. For context, the brand sold over 31,000 cars as recently as 2019. The sharp decline underscores how deeply the brand's credibility has been damaged.
Despite this, the company appears to be doubling down on its high-price, low-volume strategy. The shift aims to target an ultra-luxury niche, which is a stark departure from the brand's traditional market. But critics question whether such a niche can sustain Jaguar financially, especially with sales numbers nowhere near the levels needed to justify such high price points.