Jaguar's European sales crashed 97.5% in April 2025, dropping from 1,961 units to 49, after a rebranding that alienated its core customers while BMW and Mercedes stayed stable at 50,000-75,000 units. Eric Siu breaks down why understanding your audience's net worth, location, and persona matters before you rebrand.
The collapse of Jaguar, 93% sales volume went down. No! Jaguar's April 2025 Europe sales plunged 97.5% from 1,961 units to just 49 vehicles, marking a near total collapse during this rebranding phase. BMW, Mercedes, and Audi each retained market stability, selling approximately 50,000 to 75,000 units in April 2025 across Europe. You don't want to alienate your core customers. You look at your data, If you look at Bud Light or if you look at Jaguar, who is your core customer? What is their net worth? Where do they live? What kind of people are these people? You want to market to those people. When we create this content, we are marketing. We are trying to teach people what the marketing experiments that we're running. You're trying to give them data. You're trying to basically help people get better at marketing. And if they need help with it, great. They can work with you, right? That's just how it is.
