Tata Motors Ltd (NSE: TATAMOTORS), parent company of luxury automaker Jaguar, is under fire after Jaguar’s European vehicle registrations collapsed 97.5% year-over-year in April, raising red flags across both consumer and investor circles.
According to the European Automobile Manufacturers’ Association (ACEA), Jaguar registered just 49 vehicles in Europe in April 2025, down from 1,961 in the same month last year. The damage isn’t isolated: year-to-date sales are down 75.1%, with only 2,665 vehicles sold from January through April.
Globally, Jaguar’s volume has dropped from 180,833 units in 2018 to just 26,862 in FY24/25, now holding a mere 0.1% market share in both the U.K. and Australia.
‘Jaguar stock’ collapses with it
Though Jaguar isn’t publicly traded on its own, Tata Motors is widely viewed as a proxy for the brand’s performance. And markets are reacting.
Tata Motors stock, often dubbed “Jaguar stock” by retail investors, is down 31.89% over the past year, currently trading at ₹682.45 INR. It’s also down -8.90% YTD, -4.08% over the past month, and -0.78% intraday on July 1.
While the five-year chart still shows +559% growth, recent momentum has reversed sharply amid investor unease with the luxury division’s trajectory.
A bold rebrand… that flopped?
The sales collapse follows Jaguar’s November 2024 rebrand, which ditched traditional performance branding in favor of a more abstract, inclusive image. The new campaign removed cars from ads entirely, opting instead for slogans like “Copy Nothing” and “Live Vivid”, with vibrant visuals and androgynous models taking center stage.
The reaction was swift, and brutal. Critics accused the brand of abandoning its heritage. Even Elon Musk weighed in, mocking the campaign’s lack of focus on actual vehicles.
Market looking for answers
Jaguar’s brand strategy is now a liability, and Tata Motors’ stock performance reflects that. Unless there’s a pivot, or a strong earnings rebound, investors may continue treating Tata as a cautionary tale in brand reinvention gone too far.
