Jaguar's new branding and focus on electric cars, which includes a new logo and no new cars for under 1 million kroner, are also driving away used car customers.
Since Jaguar rebranded itself as a woke car brand with electric cars only in November, customers have been lost.
Because even though the brand still has brand new gasoline and diesel cars in stock, management's decision can already be seen in the sales of used cars.
According to Enginepatrol, sales have fallen by 9 percent since Jaguar introduced the brand's new identity to the world with a highly controversial commercial.
Many have criticized Jaguar for throwing its entire history to the floor. However, the car brand's director completely rejects the criticism.
He says that it is not the 'old customers' that the new Jaguars want to appeal to. On the contrary, he takes a sharp dig at the critics, whom he calls intolerant.
At the same time, however, he feels compelled to deny having taken drugs when he and the other employees came up with the idea behind the new logo.
Jaguar can't deny that customers have been lost, however. Data from Marketcheck UK shows that the brand sold 133 used cars per day in the seven days following the relaunch. That's down from an average of 146 cars per day. That's a drop of 8.9 percent.
Marketcheck UK's Alastair Campbell isn't sure whether Jaguar's relaunch is a success, instead saying the brand has taken a huge risk.
Out on the internet, however, many are in no doubt that Jaguar has ruined itself. And the decline in used car sales could be the beginning of the end for the now 102-year-old car brand.
Here in Denmark, Jaguar is almost non-existent. With just two cars sold, the Danish importer's market share cannot even be registered in the official statistics.
