By on August 9, 2014

2014 Jaguar F-Type CoupeBy sports car standards, Jaguar is selling a lot of F-Types. By Jaguar standards, Jaguar is selling a lot of F-Types.

But Jaguar USA isn’t doing so much with the selling of its other cars.

U.S. sales of the XJ, Jaguar’s S-Class rival, are down 16% through the first seven months of 2014 to just 2627 units. We don’t expect S-Class-like numbers from the XJ, but these aren’t even XJ-like numbers from the XJ. True, large luxury SUV flagships have done a number on large luxury sedan flagships, but the XJ is a car that attracted more than 10,000 buyers in both 2003 and 2004. Jaguar USA might sell 5000 in 2014.

Context: Mercedes-Benz is selling nearly 1900 S-Class sedans per month in what should be a boom year for the S-Class. The Audi A8, on the other hand, is a perennial low-volume large luxury player, and year-to-date volume is down 12%, but Audi has reported an XJ-besting 3137 A8 sales.

Thankfully, there’s the XF, a car that’s been around since 2008. Its best year was its first full year on the market, 2009, when 8578 were sold. Remember, 2009 was a dreadful year for auto sales in America. Sales of just about everything have increased since then. But XF volume in 2014, now that the range has been hugely expanded, is down 17% compared with the first seven months of 2013, which ended as the XF’s second-best sales U.S. sales year, 8% off 2009’s pace.

Jaguar USA July 2014 sales chartThe XK is dead. We want to be sad that a conservatively handsome British grand tourer has disappeared, but buyers of this type of car won’t miss it, because they weren’t buying XKs to begin with. Only 5674 have been sold in the last 43 months. Porsche has sold 6017 911s in America in the last seven months. No, Jaguar isn’t Porsche. But to suggest that it’s alright for Jaguar to sell the XK in ridiculously small numbers is to forget that the XK has, at points, been half of Jaguar’s lineup. Or a third of the lineup. Or now, a forgotten quarter of Jaguar’s lineup.

The F-Type, on the other hand, especially now that it’s available in both coupe and convertible form, is a popular car by SLK, Z4, TT, Boxster, and Cayman standards, if not the ever-popular 911. Jaguar has sold 2238 F-Types this year. Year-over-year volume during the last three months, the only three months for which we have year-over-year numbers, has risen 48%. The F-Type was Jaguar’s best-selling car in May, when it generated 33% of the brand’s volume. It was Jaguar’s best-selling car in the U.S. in June, when it generated 34% of the brand’s volume. The F-Type was also Jaguar’s best-selling car in the U.S. in July, with 42% of the brand’s volume.

In July, the F-Type’s 501 sales placed it ahead of the Audi TT (101), BMW Z4 (120), and Mercedes-Benz SLK (416). The Boxster and Cayman combined to sell 559 units. Porsche also sold 849 911s.

At 501 units, the F-Type’s best month since it arrived in May of last year, the F-Type easily outsold the Mazda MX-5 and trailed the Nissan 370Z (636 July sales) with surprising closeness. The F-Type isn’t a high-volume car, but among cars of this type, it’s far from being a low-volume car.

The allure of its design, its symphonic engines, and its ability to stretch far upmarket cause enthusiasts to hope against reason that the upcoming entry-level XE – a name which sounds terribly Toyota trim level-like – could be equally gorgeous, equally pleasing to drive, and equally successful.

Non-F-Type Jags are selling very poorly in the United States right now. Combined, the XF, XJ, and XK are down 14.5% this year; they were down 46% in July. The same fate cannot strike the XE a couple or even a few years into its first model cycle.

Or else Tata will be forced to rely on Land Rover for its premium content. Yes, that Land Rover, the brand that currently accounts for 76% of U.S. JLR sales, up from 44% a decade ago.

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42 Comments on “Jaguar Is Selling F-Types, Not Much Else...”

  • avatar

    The Jaguar sports car is outselling the Jaguar sedans in American. Sounds about right.

    Just like 1954. And 1964. And 1974. And . . . . . .

    • 0 avatar

      I was going to write something snarky about Jaguar in general, the F-Type specifically, and also British-Tata Engineering, but didn’t want you to get upset with me.

      p.s. Why do Brits prefer warm beer?

      – Because Lucas. Ahahahaha.

  • avatar

    The XJ and XK are beautiful cars, but they’re old for their segments, and considering the segments they play in, it’s probably safe to assume that anyone who wanted one already has one. What’s the typical end-of-cycle sales decline for a hundred-thousand-dollar car, anyway?

    • 0 avatar

      What’s the NEED for a ‘new look’ anyhow? A well designed car should transcend fads and gimmicks.

      MB produced the 107 (350-450-560) SL from about 1971 as I remember to 1989. And then, Morgan.

      Personally I LIKE a car that doesn’t change with the wind.

      • 0 avatar

        That would be the logical way but don’t expect logic from most of those who buy upmarket cars. For them a car is mostly a statement of wealth and a status symbol. And most of them fear the day when they would be seen driving the same car that Luis, their plumber, recently bought in VIP Auto Sales (WE FINANCE EVERYONE!) in the ghetto.
        It just doesn’t send the right message, does it?

  • avatar

    Am I the only one who’s surprised that Jaguar is still in business, whenever you see a new one on the road?

    I suppose that Tata bought Jaguar to grow their business somehow or other, but still.

  • avatar

    These are quite handsome cars, if I could afford them I’d buy them just to be different than all the MB and BMWs we see every day.

  • avatar

    The new XE and CUV will change all that.

  • avatar

    Jag needs the XE to sell. But probably less so in the US and more so at home. The good news is that Jag isn’t going to compete head on with BMW this time but place the XE a notch up market from the 3 series and hope it can beat the German competition by making a better performance car.

    The Jag SUV is also crucial but this time it needs to sell in the US as much of not more than in the UK. If these two do well then revitalising the XF and XJ will be a small job

  • avatar

    New S class selling in volumes reminiscecent of the 80’s.
    The advent of the SUV and luxury SUV.
    TESLA, Tesla, Tesla
    No more seats left at the luxury car table…Sorry Jaguar

    • 0 avatar

      Could have said that pre-Tesla as well. Consumers don’t owe automakers anything – put out a compelling product and you’ll get market share.

      • 0 avatar

        I don’t think Jag, even with super extra competitive and stylish models, has the brand cachet or reliability reputation of its direct competitors. It has not recovered from the BL and (to an extent) Ford days in the US.

  • avatar

    Jag needs a rebadged Evoque yesterday.

    Take the corporate V6, mount it sideways, slap a supercharger on it to pass emissions and position it above the Evoque, done. Thanks Jag, my consultant’s fee is only 0.5% of profits from my idea, small change.

    And I’m glad Jag is killing the redundancy, but the disappearance of the XK makes the F Type’s weight problem less of an issue, which IMO is not a good thing. Figuring the V6S to be equivalent to an NA V8, everyone from GM to Aston Martin is making lighter 2 seater V8 coupes. F Type is on a bespoke platform too which makes it even weirder.

  • avatar

    Part of the problem is the product mix. Large sedans and sports cars just don’t sell in large numbers. They need to move their product mix to where the sales numbers are: Compact luxury and CUVs. The XE will take care of the compact luxury part but they also need to enter the CUV business at least at the mid-size level if they want to see any significant upturn in sales.

    • 0 avatar

      I don’t know. Ostensibly, Land Rover exists to do the SUV/CUV thing.

      Nowhere does it say that every brand has to be a full-line marque. Tata could buck the trend and keep each brand focused.

      Jaguar doesn’t have to sell in huge numbers, but they do need to focus. They lost it with the X-Type by stretching too low; they’d probably be well-served by axing the lower-end part of the lineup.

      Pity Tata didn’t pick up Volvo. It _does_ make sense to slot in under Jaguar and Land Rover.

  • avatar

    XF will simply go away after XE is introduced, especially if Wikipedia is correct in saying it will ride on its own platform, Jaguar iQ (XF is still using the Ford DEW98 platform shared with S-type, new T-bird, and Lincoln LS). My thought to JLR is to next introduce a “baby XJ” as the XF replacement. Simply use the same platform as XJ but shorten it/thin it out, and maybe offer a coupe. F-type will have settled down by the time this could happen so they should consider it.

    • 0 avatar

      XE will probably bomb like the ATS. ATS is a damn good car, but it and the CTS were the wrong cars. Compact luxury segment is stable, but it’s pretty much saturated. If Jag does the XE, it better be stylish and sexy on the level of the F-Type, at a much lower price… or it WILL fail. Everyone who didn’t get into the compact luxury game by the early 00s is pretty much locked out.

      • 0 avatar

        ATS was the right idea, awful execution as per typical GM rules. The X-type was also the right idea, and poor execution. However from a brand cache standpoint, I would think Jaguar is more appropriate than Cadillac for a small sport offering.

  • avatar

    Globally, Jag and Rover are supposed to be selling very well. Has anything changed?

    • 0 avatar

      Other than JLR non thinking that the US is the center of the universe and is not really a growth market anymore not much. More $$ to be made elsewhere.

      Let’s face it a lot of these executive cars are leased and end up for sale on some gravel lot in a not so great part of town in the 4th/5th year of life once the warranty runs out.

  • avatar

    The time to get an XF was a couple of years ago when the 5.0L V8 was the BASE engine. Now they give you some crappy four pot.

    The XJ is a beautiful car, but should set it’s sights on the likes of the 7-Series and A8 vs the S-Class. S-Class is Mercedes bread and butter. It’s probably the best car one can get for south of 200k in terms of features and refinement.

    • 0 avatar

      The proportions of the current XJ are very awkward and boat-like to me. I don’t like the vertical rectangle lamps, nor the leaping cat in place of the cat’s head. It’s not balanced.

      The last desirable XJ to me is the last of the 2011 or whenever XJ-L Super V8 Portfolio Vanden Plas Esq.

  • avatar

    Is this meant to be a surprise? Can you think of any Jag(except the F-type. And really, I would rather have a Corvette,Cockster,or GTR) that you would buy over any other car it its class?

  • avatar

    Well, since Jaguar are replacing everything in the next four years bar the XF, are introducing the XE and a CUV, are opening a new engine factory and have a group JLR revenue turnover that has quadrupled in just 5 years, they’re probably not knee deep in doom and gloom just yet.

    More interesting to me is that Mercedes US 2015 lineup has only a couple of V8s available, and then only in the very most expensive models. How are past buyers going to react to turbo fours and V6s in the C and E classes, PLUS standard V6 in the GL and M class? That’s CAFE at work.

    Does the average Benz buyer care?

  • avatar

    Sales in the USA are weak vs the global position for Jag and Land Rover. They sell more cars in China than stateside. So yes absolutely Jag needs markets like the Uk to embrace the XE as much as the do the Evoque. In the UK one of the top selling cars is the 3 series. If Jag was to munch heavily on BMWs sales in this 1 market alone they’d almost sell as many cars as the need to. Anything after that is a bonus.

  • avatar

    Owning 2002 XKR, and just today attended Jaguar race academy live in Tokyo.
    From conclusion F-type, and other offerings are very good, and driver involving cars.
    To be honest, saying “I ride Jag” reminds everybody about old XJ saloon, that makes me a little embaraced for being thought old man’s taste.
    If F-type out sell any other cars they have, and change the image of Jaguar owner, It works fine for me now.

  • avatar

    When I was at the Jaguar/LR dealer getting my RR repaired (for the umpteenth time,) I was talking to the salespeople about the F-Type. They were really excited about getting the coupe because of the tremendous success of the F Type convertible. They said that they can’t give away any of the sedans, and that it would be great to get something other than geriatrics in their showroom. Before the F-type, they said that the average age of a Jaguar customer was around 70. Often being their last car. Personally, I don’t like the style of Jaguar sedans. They’re not boring, but they don’t look good. I’ve had both the XF and XJ as loaner cars. The XF is not distinctive and the interior is awful. The XJ is distinctive, but not in a good way. Though I did enjoy driving the XJ.

    If the upcoming 3 Series competitor looks remotely like the XJ and XF, that doesn’t bode well for the brand.

  • avatar

    Currently,in my opinion, the XK and F Type are the only attractive cars offered by Jaguar. With the XK soon to disappear, Jaguar needs a model lineup that will bring in younger buyers. I see the current XF and XJ as fairly mundane looking. The previous XJ (especially when first introduced in the late 60s) was probably the most beautiful sedan ever designed by Jaguar. Jaguar desperately needs sedans and other body styles that attract a younger audience.

    • 0 avatar

      That is the problem, lots of Jag fans are obessed with dated designs like the old XJ. A modern car made to look like an ancient one, for even more ancient customers.

      The truth is Jaguar do have a desirable model range and beautiful cars. Alas it takes along time to overcome predujice, especially when it comes to British cars in America, with there Lucas lord of darkness jokes. Buyers buy German by default in the high end segment, something which hurts your domestic quality brands as much as Jaguar.

      The real test of Jaguar will be the XE, a 7 and 5 series competitor was never going to sell big. A 3 series competitor can. You also have to remember that Jags sales are hit, because the companies SUVs are branded as Land and Range Rovers

    • 0 avatar
      This Is Dawg

      I don’t know about that, I’m in my mid twenties and I think the XJ is gorgeous. I like the new F Type a lot too. TBH I thought the last XK was uglier than the ’96-’06 model. Once I can afford another car, that in this case will presumably be in constant need of repairs, I’d like to see if I can find a decent condition late 90s XK.

      • 0 avatar

        Avoid MY97-MY00 with the AJ-V8. There is a know nikasil issues until at least MY00. From what I recall Jaguar replaced some engines under warranty and placed a plaque on the motor on the firewall side or perhaps on the firewall itself, so if a cheap MY97-00 is available, look for a plaque. I have personally seen the results of the nikasil issue as recently as four months ago on a very clean MY98 XJ8 70K otc (symptoms of this one were losing cylinder compression on number two and six).

        These folks claim its paranoia but the acknowledge the issue.

        Additional: the link claims:

        “The first engine serial number with steel cylinder linings is 0008181043, which translates to August 18, 2000.”

        I won’t be buying a cat made until after this date.

        • 0 avatar

          It’s sad that you only get 3 MYs of decent XJ, before you’re into trouble-prone aluminum early build 04-06 XJ with CATS suspension. In your opinion, when did they sort out the 06+ models?

          I will say the 00-03 was better than any of them at doing the LWB format. They are so elegant.

          • 0 avatar

            I worried this matter when buying mine, but it seems to be caused by high sulfur fuel sold specifically in UK at the time being. Bought mine from XK specialist, but they do not confirm this problem for any pre 2000 cars they ever sold.

  • avatar
    healthy skeptic

    Jaguars have always been first and foremost about beautiful styling. At least, that’s the first thing that comes to my mind when I hear “Jaguar”.

    The F-types are gorgeous cars, good-looking and nicely proportioned from every angle. The design looks integrated and consistent all the way around. It looks exotic without trying to be, which is a very difficult task to pull off, I think.

    The rest…

    The XF looks very plain-Jane from the side, like a standard Mom-mobile sedan from Toyota or Honda. The front is pretty plain as well, except for the prominent grille slapped in the center that doesn’t match the rest of the front. The back looks good, though, attractive and high-end.

    The XJ looks lumpy and bloated from a lot of angles. The back looks like it’s trying to be a Caddy. The whole design just seems a weird assortment of odds and ends. My least favorite.

    The XK is much better, and says “Jaguar” to me. Back and sides are good-looking and well integrated. The front has something I don’t like, though. The face of the car looks a little like a sad goldfish, like the car is feeling a bit woeful. Jags should look confident and assertive. With a front-end face lift (almost literally), this would be a very attractive car.

    I think design has a lot to do with these sales numbers.

    Go to the Jag website and see the designs for yourself:

  • avatar

    They went to a V6 from the V8 for a big luxobarge, there is nothing luxury about a V6, especially in a massive luxury sedan. I guarantee you that played a huge part in killing their sales, add in the fact that the new S Class is on a whole other level and it is not looking good for them.

    • 0 avatar

      Did not know this. Is the V8 a huge price hike as well? I think the only other brand to do a large lux sedan with a V6 is the S-Class, and that’s a diesel – I think.

      • 0 avatar

        No, the worst part was they replaced the V8 with a V6 but kept the price the same which I am sure ticked off potential buyers. If they had lowered it, it would be one thing, but it just came across as trying to gouge buyers. JLR did the same crap with the Range Rover too, but they are harder to come by so their buyers accepted it more I think. I don’t know the breakdown between V6 and V8 Range Rover sales to make a proper assessment. You have to search far and wide to find people driving V6 version of S-Classes, 7 series, A8s and the like.

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