Yep, that headline refers to the one called “Aaaaaudi…” from a few weeks ago, where I described my limited enthusiasm for Audi’s newfound love for King Plastic. This time, I’m afraid we’re back to one of the all-time great brands who have proven to be completely detached from reality.

Some readers will perhaps remember my post from December 2024 where we dealt with Jaguar’s re-branding and its incomprehensible decision to throw all the positive, historical values of the brand over board in favor of something that can perhaps be described as “Electric DEI (Diversity, Equity, Inclusion)”. Not that they didn’t need the re-branding – they certainly did, as mentioned in the post. They just didn’t need this one.

As part of the effort to go fully electric by next year, Jaguar are currently not building any cars and any sales are therefore of stock vehicles. As predicted in the post back in December, quite a lot of those are at bargain prices. Not that it matters much though. Sales in Europe in April 2025 came in at 49(!) cars, 97.5% lower than April 2024. And in the four first months of the year until and including Apirl 2024, sales are down over 70%. Again, certainly to be expected when you don’t build cars. But a shocker nonetheless. And if you doubt that Jaguar dealers still have new cars in stock to sell, check any of them on the net. There are plenty of cars, just no buyers.

Jaguar went all-in in a re-branding exercise which, had it been in 2021 or 2022, they could perhaps still have claimed to be part of the “EV for all” future. But in December of last year, it was pretty clear to everyone that the race was run and it didn’t go as planned. Other brands saw the writing on the wall and paddled back as well as they could. Not Jaguar.

As always though, there is good news as well. The XJ-S that I wrote about back in 2020 has been seen as a future classic for many years now and may turn out like a hedge fund manager I know speaks of Brazil: “It has always been the market of the future and will remain so”. I wrote back in 2020 that “Still to this day, the XJS remains something of a bargain – at least in purchase price. That will most probably change in the future.” That’s so far been a lousy prediction – but all the better if you still haven’t bought one!

This means that you can still pick up a fabulous looking, Connolly-leather oozing classic Jag in top condition for USD-EUR 15-20k, and should you prefer the more modern XK-series, it’ll be yours for the same kind of money. Buy one, enjoy a classic piece of British automobile history, and rest assured that if, or rather when Jaguar goes broke for good, the value of the classic cars won’t suffer. The re-branding on the other hand will be forgotten quite quickly.