Major car brand has not sold a single new vehicle in South Africa for over a year

Jaguar hasn’t sold a single new car in South Africa for over a year.

Back in 2024, the luxury British carmaker announced that it would undertake a massive rebranding campaign to combat declining sales.

Jaguar’s “Reimagine” strategy aimed to take the company in a completely new direction, shifting further upmarket while appealing to younger audiences by focusing on electric vehicles.

This also meant it would discontinue all of its existing models.

Jaguar Land Rover (JLR) stated at the time that its petrol car roster had “close to zero profitability” and was not helping the brand in its transition to an all-electric future.

Consequently, Jaguar discontinued its entire line-up in 2025, axing the E-Pace, F-Pace, F-Type, I-Pace, XE, and XF.

The carmaker is now moving to an all-electric line-up, though nothing has hit the market as of the time of writing.

Its first car, the Type 01 (previously called the Type 00), is still in testing and has only been shown in pre-production images, wrapped in camouflage. It is scheduled to be unveiled to the public later this year.

In May 2025, TopAuto noticed that Jaguar had dropped all of its cars from its local configurator, and that the website only showed the Type 00.

This is supported by the fact that Jaguar is no longer listed on new-vehicle databases in South Africa, such as Duoporta.

JLR previously stated that it would end the sale of new cars and instead rely on its used-car and service and maintenance divisions to keep its operations afloat until its first new model reaches the market.

It’s important to clarify that Jaguar has not left South Africa, and Jaguar Land Rover continues to sell dozens of cars per month.

According to Naamsa’s latest sales data, JLR sold 175 vehicles in South Africa in April 2026. However, this figure is likely comprised entirely of Land Rover and Range Rover models.

TopAuto emailed JLR South Africa to find out more about Jaguar’s local operations, whether it has sold any cars recently, and when motorists can expect the new Type 01, but we have yet to receive a reply.

This article will be updated to include comment from JLR if and when it is received.

Jaguar’s bold rebranding

The public got its first glimpse of the new Jaguar in late 2024, when the brand revealed its restyled logo, replacing the iconic roaring cat with a simplified, modern design comprising two golden J letters arranged in a circle.

The big cat is not gone, however, as a 2D side profile of the leaping Jaguar will still be used for various products.

The carmaker also adopted two new slogans – “Copy Nothing” and “Delete Ordinary” – which encapsulate the thought process behind the redesign.

“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’,” said Professor Gerry McGovern OBE, Chief Creative Officer at Jaguar.

Its first new car, the Type 01, will feature “tri-motor technology” that delivers more than 735kW and over 1,300Nm of torque.

Jaguar also stated that prototypes will appear on the streets of Monaco at this year’s Formula E race weekend.