Headline-dominating Jaguar’s rebranding, which reached greater levels of controversy yesterday following the unveiling of its bold Type 00 electric car concept, has had an upside.
There has been an increase in searches for Jaguars by car buyers… but not among people who want a new one.
There has been a 10 per cent increase in the number of motorists searching for used Jags since the iconic British brand unveiled its controversial new identity on November 19, according to Auto Trader.
The rebrand included the abandonment of one of its most famous logos and the launch of a selection of contemporary badges to mark its shift towards an all-electric future from 2026.
Within 10 days of the rebranding announcement (including that infamous fashion-inspired social media ad that lasts 30 seconds but shows no cars), the used car platform measured a 5 percent increase in sales. Views of Jaguar ads.
He said the “increase in consumer interest” shows drivers are “eager to see what they can still get from the Jaguar they’ve always known”.
This will be good news for Jaguar bosses and its dealer network, as the car firm has already stopped selling new models in the UK and will not offer any for 12 months until its electric-only relaunch in 2026.
That means its showrooms rely on its stock of approved used cars, which appear to be in greater demand today than before the much-debated rebrand.
Auto Trader said it had seen a 10% increase in searches for used Jaguars on its platform in the 10 days following the unveiling of the British car brand’s controversial rebrand.
In an interview with Sky News at the unveiling of the EV Type 00 concept at Miami Art Week in the early hours of yesterday morning (UK time), Jaguar CEO Rawdon Glover said: “During The last two weeks, more people have been talking about Jaguar than – my God, for a lot longer.
The scale of the discussion over the brand’s all-electric direction and accusations that it ignores its centuries-old heritage has clearly reinforced interest in the combustion engine cars it will leave behind as part of its ambitious plans.
Auto Trader said Nov. 23, four days after the rebrand was announced, was the busiest day for Jaguar searches in eight months.
And within ten days of the statement, used Jaguars appeared in searches 29 million times, generating 1.3 million ad views.
The F-Pace SUV is the most searched model on the Internet, according to Auto Trader
Used car buyers are also looking en masse for classic Jags E-Types, probably to see how much they cost in the current market and the figures available.
On Tuesday, Jaguar presented its Type 00 concept car, which sets the design language for the three electric models that will power the brand’s battery-powered future starting in 2026.
The most popular model was the F-Pace SUV, its largest family car, followed by people searching for classic Jags E-Types on the popular website, probably to see how much they cost in the current market, as well as the figures available. .
The electric I-Pace, which has also been discontinued and will not be considered part of Jaguar’s new exclusive electric vehicle range from 2026, was the third most searched model.
Erin Baker, editor-in-chief of Auto Trader, said the wave of new interest in used Jaguars is being driven by those looking to snap up examples of the automaker’s heritage that will essentially be flipped.
‘A surge in consumer interest on Auto Trader shows drivers are eager to see what they can still get from the Jaguar they’ve always known.
“I don’t think anyone has a reliable view of what this will look like once the first car is available to buy, but it is a bold reimagining of one of the UK’s most legendary brands.”
As Jaguar prepares to become a dedicated electric vehicle manufacturer from 2026, it will stop manufacturing and selling cars for the UK market over the next 12 months. Therefore, its network of around 80 dealers will only be able to sell “approved pre-owned” models.
There will be no new Jaguars for ONE YEAR
News of a surge in interest in used Jaguars will appease the company’s network of franchised dealers… at least for the time being.
Glover confirmed last month that its UK showroom footprint will be reduced by around 75 per cent ahead of the electric vehicle rebrand in 2026, reducing the number of dealers from 80 currently to around just 20 when they arrive. its next generation electric vehicles.
Meanwhile, dealers will be entirely reliant on their stock of used cars, as Jaguar has already halted production of existing models.
It ended production at its Castle Bromwich plant in the Midlands, where it made the XE and XF sedans, and the F-Type sports car, in May.
Production of the F-Pace will continue “for the foreseeable” at its factory just 13 miles up the road at the Solihull factory, however this will only be production for overseas markets. A spokesperson for the brand confirmed that UK-spec production ended in October.
And while manufacturing of the E-Pace compact SUV and electric I-Pace continues in Graz, Austria, until the end of the year, its UK allocation has also run out.
Jaguar says availability of the I-Pace continues, but only for “corporate customers until 2025.”
It means Jaguar has stopped all car production for the UK market for the first time since the Second World War.
Production of the right-hand drive F-Pace SUV (pictured) ended in October
With production of models in the UK having now ended, it is the first time since the Second World War that British motorists have been unable to purchase a new Jaguar.
Glover said the year-long exit from the new car market was part of a scheduled “break.”
When asked if it was a mistake to take a 12-month break from the market, Glover said it has always been part of a “strategic decision” as Jaguar wants a “rest” period for dealers and customers to prepare. for your electric brand change.
The company has called the year-long exodus from the new-vehicle market a “twilight period.”
A Jaguar spokesperson told This is Money last month: “As part of a planned wind-down period for our current Jaguar vehicles, new car sales in the UK have come to an end as we prepare to relaunch the Jaguar brand. starting December 2024.
‘Ahead of our future Jaguar collection, we have intentionally created a breather where the new brand and new vision can come to life.
“UK customers will be able to purchase approved pre-owned current Jaguar models through our UK retail network, and for existing Jaguar customers, service, repairs and warranty work will continue through our retail network. authorized Jaguar workshops”.
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