Industry News
Jaguar Hits the Brakes
Jaguar, one of Britain’s most famous car brands, has seen its European sales plunge by 97.5% in April 2025, from 1,961 cars sold the previous year to just 49. Year-to-date sales through April were down 75%, totaling 2,665 vehicles. Globally, Jaguar’s annual volume has fallen about 85% over the past seven years, from 180,000 units in 2018 to roughly 27,000 in 2024–25.
While the numbers look alarming, the collapse is mostly by design. Jaguar stopped building almost all its models in late 2024 as part of a complete brand overhaul. Six models, the XE and XF sedans, F-Type sports car, and the E-Pace and I-Pace SUVs, were discontinued. Only the F-Pace SUV remains in production as a temporary stopgap. Many dealerships now have fewer than 10 new cars in stock; some have none at all.
Jaguar’s leadership calls this a “firebreak”, a pause before launching a completely new, all-electric lineup. The first of these, a four-door GT expected to cost around $200,000, will debut in late 2025. The company plans to reposition itself as an ultra-luxury EV brand, targeting fewer than 50,000 sales a year but at far higher prices.
A Rebrand Without Cars
The sales pause coincided with a bold but divisive marketing campaign launched in November 2024 under the slogan “Copy Nothing.” Ads featured fashion models in surreal settings, but no cars, and replaced the famous leaping cat logo with a minimalist “J” monogram. The aim was to attract younger, style-conscious buyers, but many longtime fans were alienated. Social media reactions ranged from puzzled to openly mocking, with some critics calling the campaign pretentious or “woke.”
Tesla CEO Elon Musk joined in the ribbing, asking on X, “Do you sell cars?” British pundits predicted the brand’s downfall, while tabloids ran headlines about Jaguar’s “men in skirts” ads. In May 2025, Jaguar ended its contract with ad agency Accenture Song, months earlier than planned, and promised to bring back more heritage cues in future campaigns.
Betting the Brand on EVs
Jaguar Land Rover’s “Reimagine” plan, announced in 2021, calls for Jaguar to go all-electric by 2025 and move upmarket to compete with ultra-luxury marques. Future models will ride on a bespoke Jaguar Electrified Architecture (JEA) platform and be priced well over £100,000. The company says the strategy is a “do-or-die” move after years of declining sales and thin profits.
Parent company JLR remains financially stable thanks to strong Land Rover sales and record profits in 2025, giving it room to take risks. Executives acknowledge the gamble: if customers embrace the new EVs, Jaguar could stage a rare comeback; if not, the slump could become permanent.
For now, Jaguar sits in limbo, a legendary name with almost no cars to sell, a controversial rebrand behind it, and a high-stakes relaunch ahead. The next 12 months will decide whether its pause leads to a revival or a full stop.
VICOAP and several road safety groups are urging the government to make brake testing mandatory for public utility vehicles after new data showed that many PUVs still operate with unsafe braking systems.
The call was made during a media roundtable in Taguig City, held ahead of the World Day of Remembrance for Road Traffic Victims. VICOAP presented its brake test results from January to September 2025, showing that 47.3 percent of inspected PUVs failed to meet minimum brake safety standards. The group said this signals an urgent need to strengthen regular inspections to protect everyday commuters.
Participants from e-Sakay, De La Salle University, WRNumero, and the Philippine Advocates for Road Safety joined the discussion to push for reforms based on real data, not guesswork. WRNumero also shared survey findings showing that eight in ten Filipinos worry about getting into road accidents, with lower-income commuters expressing the most concern.
VICOAP spokesperson Atty. Lester Cavestany emphasized that brake testing is not red tape but a basic safety measure. The organization said it hopes policymakers will refine existing rules and require stricter inspections as part of the DOTr’s Road Safety Action Plan.
Bosch Car Service (BCS) Philippines has become the first independent workshop in the country that is officially authorized to service electric and hybrid vehicles, marking a key step in building a wider after-sales support network for electrified cars.
The milestone was formalized in Cavite on November 7, 2025 through a signing ceremony between ACMobility and Bosch Car Service. The move positions BCS as the lead player in the independent aftermarket sector for EV and hybrid servicing, at a time when more Filipinos are starting to consider electrified vehicles.
BCS now offers a full suite of services for EV and hybrid owners, from basic preventive maintenance and accessory installation to complex work such as high-voltage battery diagnostics, repair, and conditioning. The network also handles mechanical and electrical diagnostics, air-conditioning servicing, software updates, and warranty servicing for its original equipment partners.
According to BCS General Manager Geronimo Campilan, dependable service is becoming a critical part of the shift to electric mobility. He said the joint development with ACMobility is designed to expand access to expert EV care and to give owners more confidence, convenience, and support throughout the ownership cycle.
As an independent aftermarket network, BCS aims to help in three areas. First is giving consumers a more accessible service option for EVs beyond traditional dealer workshops. Second is raising standards for workshops by investing in EV-ready facilities and equipment. Third is supporting multiple car brands that need after-sales partners as they roll out more EV and hybrid models nationwide.
Paulo Duarte, Managing Director of Bosch Philippines, said electric mobility introduces new expectations on safety, technical capability, and service quality. He added that Bosch is equipping its workshops and technicians with advanced tools and skills so they can remain competitive as the EV market develops.
Technicians in the Bosch Car Service network undergo global certification and specialized training in high-voltage safety and EV or hybrid systems at Bosch training centers. The company says this continuous upskilling is meant to ensure every workshop can deliver safe and expert care that follows international standards.
The initiative aligns with Bosch’s “Invented for Life” philosophy and complements ACMobility’s wider investments in EV charging hubs across Luzon, Visayas, and Mindanao, where the group is developing digital platforms to make it easier for customers to locate chargers and service centers nationwide.
With the expanded capabilities of Bosch Car Service Philippines, EV and hybrid owners now have a dedicated independent workshop network that can provide bumper-to-bumper care as the country moves deeper into the electrified era.
Unioil Petroleum Philippines Inc. has officially sealed a strategic partnership with Saudi Arabia’s state-owned energy giant Aramco, marking a major milestone for the Philippine fuel industry. Under the deal, Aramco acquired a 25-percent equity stake in Unioil, a move that strengthens both companies’ foothold in the fast-growing local energy market.
With nearly six decades of experience, Unioil is known as one of the country’s leading fuel distributors and a pioneer in cleaner fuel products. The new partnership grants Unioil access to Aramco’s global refining and logistics network, ensuring a stable fuel supply to meet rising demand in the Philippines while supporting national energy security.
Unioil CEO Janice Co Roxas-Chua called the agreement “a new chapter defined by innovation and excellence,” adding that the collaboration would allow the company to expand its reach and elevate customer service. President Kenneth Pundanera said the deal aligns with Unioil’s vision of becoming the fuel retailer of choice, highlighting the partnership as proof of global confidence in the Philippine market.
The Philippine Competition Commission earlier cleared the transaction, paving the way for this strategic alliance aimed at driving innovation, growth, and sustainability in the local energy sector.
