By on July 12, 2017

2017 Jaguar F-Pace - Image: JaguarJaguar’s U.S. sales averaged 3,400 units per month over the last year, a huge turnaround after a decade in which Jaguar’s U.S. dealers sold roughly 1,200 cars per month.

Most of the credit for Jaguar’s U.S. resurgence belongs to the brand’s first-ever utility vehicle, the F-Pace.

A fair chunk of the credit also belongs to the XE, the first entry-level sedan in Jaguar’s lineup since the X-Type disappeared after the 2008 model year.

And some of the credit belongs to an engine formula that’s earned more than its fair share of negative press over the last two years: diesel.

During the first half of 2017, diesel-powered models accounted for 11 percent of Jaguar’s U.S. volume, up from nil in the first-half of 2016.

Just as the F-Pace pieces together the largest swath of Jaguar buyers, so too the F-Pace earns the lion’s share of diesel sales at Jaguar. Of the 2,251 diesel-powered Jaguars sold in the United States in the first six months of 2017, 1,368, or 61 percent, have been of the F-Pace variety.

Jaguar also sold 258 copies of the XF with a diesel engine. Jaguar’s monthly sales report breaks down the XE’s diesel sales even further: 274 of the 625 XE diesels sold were rear-wheel drive.

Though long a diesel player in the executive car market across the pond — you’ll recall Jeremy Clarkson’s range test on Top Gear’s series 12 in a Jaguar XJ — Jaguar and diesel hardly go together in the mind of the American luxury car buyer.

Moreover, Clarkson’s diesel was a six-cylinder twin-turbo unit that shifted the big XJ from nought to 60 in less than eight seconds.2017 Jaguar XE - Image: JaguarThe diesel Jaguar is utilizing in its North American lineup, on the other hand, is a 180-horsepower 2.0-liter four-cylinder. Torquey? Sure. But in the midsize Jaguar sedan, the XF, Car And Driver says the diesel doesn’t exactly produce impressive forward progress. 60 mph comes up in, wait for it, keep on waiting…

8.7 seconds.

On the plus side, while Jaguar demands a $1,500 premium for diesel powerplants in the XE and XF sedans, diesel is the far more economical route in the wildly more popular F-Pace. The diesel F-Pace is $4,210 less costly than the next most affordable F-Pace.

Also distinguishing diesels at Jaguar is the dearth of available oil burners at former diesel players in America’s luxury category. There are presently no diesel engines in the lineup of Audi and Mercedes-Benz. This is now a fight between Jaguar and BMW. According to HybridCars.com, BMW has sold 2,159 diesel-powered vehicles this year.

With 2,251 diesel-powered Jaguars sold already in 2017, diesel Jags are nearly twice as common as XJs and very nearly as popular as the F-Type.

[Image: Jaguar Land Rover]

Timothy Cain is a contributing analyst at The Truth About Cars and Autofocus.ca and the founder and former editor of GoodCarBadCar.net. Follow on Twitter @timcaincars.

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25 Comments on “Don’t Say You Saw This Coming: Jaguar Now Earning 11 Percent of U.S. Volume With Diesel...”


  • avatar
    28-Cars-Later

    I’ll be curious to see how these diesel Jags do after the lease period, my guess is either way down or way up as I don’t see a middle ground.

    • 0 avatar
      RobertRyan

      @28-Cars-Later
      Here the Petrol engined version has less resale value.
      Then we do not have a quasi religious campaign that exists against certain engine types that exists in the US

      • 0 avatar
        DenverMike

        Anything you claim is normally the direct opposite of the truth. But we have nothing against diesels, as long as they’re “clean emissions”, reliable and highly economical.

        It’s their own fault when they’re not.

        • 0 avatar
          RobertRyan

          Trolling gets youu nowhere. Diesel version is faster, quicker and more affordable

          • 0 avatar
            DenverMike

            It’s always a safe bet you’re full of sh!t. I used to check your “facts”, and when I saw a pattern of you being 100% wrong and the exact opposite was true, I stopped. No point in it.

          • 0 avatar
            RobertRyan

            Blossom you should not post on Aussie sites, they think your ” dumb as rocks” persona is a cover for an Industry Troll. No wonder you received a rough time.
            Another Troll has a ” dumb as rocks ” cover and posts supporting GM

  • avatar
    Oberkanone

    23% is the number I would have predicted. 11% is low.

  • avatar
    W210Driver

    This makes me smile! I enjoy the benefits of a diesel every single day (daily driver is a ’98 Mercedes E300 Turbodiesel). It may not be the fastest car around, but she has this relaxing purr and long legs. I like that.

    But it is indeed surprising that diesel Jaguars are all of a sudden so popular, especially in this country where the appreciation for the diesel engine is…shall we say…a little lacking. I hope this means that diesel engines are here to stay. I’m a fan.

  • avatar
    YeOldeMobile

    JLR diesels are very attractive from a consumer standpoint. Good fuel efficiency, distinctive design, strong brand cachet, and none of the limitations of a hybrid or a plug-in electric car. Though again, whether the fuel savings are worth it for leases or anyone planning in selling the car in a few years is a meaningful question to ask given the glut of oil and cheap gas here in the US.

    But I would definitely consider a diesel Velar if I had a family.

    • 0 avatar
      jalop1991

      “JLR diesels are very attractive from a consumer standpoint. Good fuel efficiency, distinctive design, strong brand cachet, and none of the limitations of a hybrid or a plug-in electric car. ”

      Ummmm…I’m sorry, but what “limitations” do you mean that a hybrid electric car has compared to a diesel or a gasoline car???

  • avatar

    More people buying Jags makes me happy, because 1) Jag gets to stick around longer and 2) perhaps they’ll come out with a proper successor to my beloved XK (a proper GT, not the F-Type).

  • avatar
    kars

    I don’t understand why MB claims to have a problem certifying their diesels for sale, but Jag doesn’t. Any ideas?

  • avatar
    tekdemon

    Honestly if the diesel powerplant made a little more power (like 220HP/260lb/ft) it’d probably have a much higher take rate, at least on the F-Pace. Getting back that fuel economy on an SUV makes a much bigger deal.

  • avatar
    gasser

    What is the 0-60 time for a Jag SUV with the diesel? Sounds like a slug. Also I would expect it needs the Adblue and other emissions hardware. ?partculate trap? Still plenty of time, as they age, for diesel dream to become a nightmare.

    • 0 avatar
      RobertRyan

      @gasser
      The Audi Diesel in the A5 was a 3litre and was quicker than the Petrol version doing a 5.1 second for 0-60mph

    • 0 avatar
      spreadsheet monkey

      Britain gets the 2.0d in three states of tune in the F Pace. I think the US gets the middle one out of those three.

      We also get a 3.0 six cylinder diesel. I’m surprised Jag is not offering this in the US.

      2.0d (180bhp) does 0-60 in 8.7s
      3.0d (300bhp) does 0-60 in 6.1s

      https://www.whatcar.com/jaguar/f-pace/estate/versions/

  • avatar
    bikegoesbaa

    Hard to imagine that 11% of Jag buyers are OK pumping a fuel that reeks so bad that gas stations provide disposable gloves to keep the stink off your hands.

  • avatar
    Detroit-X

    Jaguar? Who cares.
    Let’s talk toothpaste brands…

  • avatar
    Joss

    It just gets unjaguarish at the gas bar where you have to lineup for fewer pumps with commercials. Watch out for diesel-glove on those Gucci’s…

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