Searches for used Jaguars have soared since the radical rebrand, as buyers look for ‘Jags they’ve always known’

Jaguar’s dominant rebrand, which sparked wider controversy yesterday in the wake of the unveiling of its bold Type 00 electric concept car, has had one upside.

There has been an increase in searches for Jaguars by car buyers… but not by people wanting new ones.

According to Auto Trader, the number of motorists shopping for used Jags has increased by 10 percent since the iconic British brand unveiled its controversial new identity on November 19.

The rebrand included ditching one of its most famous logos and launching a selection of contemporary badges to signal the shift to an all-electric future from 2026.

Within ten days of announcing the rebrand – including that now infamous fashion-inspired social media ad that lasts 30 seconds but doesn’t show any cars – the used car platform recorded a 5 percent increase in Jaguar ad views.

The ‘spike in consumer interest’ shows that drivers are ‘eager to see what else they can get their hands on from the Jaguar they’ve always known’.

This will be good news for Jaguar bosses and its dealer network, as the car company has already stopped selling new models in Britain – and won’t offer any for the next twelve months until its exclusively electric relaunch in 2026.

That means the showrooms are dependent on the approved stock of used cars, which seems to be in greater demand today than before the much-discussed rebranding.

In an interview with Sky News at the unveiling of the Type 00 concept EV at Miami Art Week in the early hours of yesterday morning (UK time), Jaguars managing director Rawdon Glover said: ‘Over the last two weeks more people have been talking about Jaguar than – heavens, so much longer.’

The scale of the debate over the brand’s electric-only car, and accusations that it is ignoring its century-long heritage, has clearly increased interest in the combustion engine cars it will leave behind as part of its ambitious plans.

Auto Trader said November 23 – four days after the rebrand announcement – was the busiest day for Jaguar searches in eight months.

And within ten days of the declaration, used Jaguars appeared in searches 29 million times, generating 1.3 million ad views.

The most popular model was the F-Pace SUV – the largest family car – followed by people searching for classic E-Type Jags on the popular website and likely seeing how much they cost on the current market, as well as the quantities available.

The electric I-Pace – which has also been discontinued and will no longer be considered part of Jaguar’s new EV-only range from 2026 – was the third most searched for model.

Auto Trader editor-in-chief Erin Baker said the wave of new interest in used Jaguars is being driven by people looking for examples of the carmaker’s legacy that will essentially turn a corner.

‘A spike in consumer interest in Auto Trader shows that drivers are keen to see what else they can get their hands on from the Jaguar they’ve always known.

‘I don’t think anyone has a reliable idea of ​​how this will play out once the first car goes on sale, but it is a bold reinterpretation of one of Britain’s most legendary brands.’

No new Jaguars for a year

News of increased interest in used Jaguars will reassure the company’s network of franchised dealers… at least for now.

Mr Glover confirmed last month that its UK showroom footprint will be reduced by around 75 per cent in the run-up to the EV rebrand in 2026, reducing dealer numbers from 80 currently to around 20 by the time the next generation of EVs arrives.

In the meantime, dealers will be completely dependent on their used car inventory as Jaguar has already put the brakes on production of existing models.

It started production in May at its Castle Bromwich plant in the Midlands, where it made the XE and XF saloons and the F-Type sports car.

Production of the F-Pace will continue ‘for the foreseeable future’ at the Solihull factory just 13 miles away, but this will only be production for overseas markets. A spokesperson for the brand confirmed that UK production was halted in October.

And while production of the compact E-Pace SUV and electric I-Pace continues in Graz, Austria, until the end of the year, the UK allocation has also sold out.

Jaguar says I-Pace availability will continue, but only for “business customers until 2025.”

It means that Jaguar has stopped all car production for the British market for the first time since the Second World War.

Asked whether it was a mistake to take a twelve-month break from the market, Glover said this had always been part of a ‘strategic decision’, with Jaguar wanting a ‘fire break’ period for dealers and customers to prepare for the new market. electrical rebranding.

The company has called the years-long exodus from the new car market a “sunset period.”

A Jaguar spokesperson told This is Money last month: ‘As part of a planned sunset period of our current Jaguar vehicles, new car sales in the UK have come to an end as we prepare to relaunch the Jaguar brand from December 2024.

‘In anticipation of our future Jaguar collection, we have deliberately created breathing space where the new brand and vision can come to life.

‘UK customers will be able to purchase current Jaguar models on an approved pre-owned basis through our UK retail network, and for existing Jaguar customers, maintenance, repair and warranty work will continue through our network of Jaguar Authorized Repairers.’