Jaguar Land Rover Sales Falling Down

Jason R. Sakurai
by Jason R. Sakurai
jaguar land rover sales falling down

Jaguar Land Rover marked the end of 2020 in a quagmire, a sales slump of more than 20 percent worldwide.

Jaguar Land Rover pointed towards COVID-19 and a two-month production work stoppage as the cause of the downturn, almost a quarter less than what the automaker did in 2019. At a combined 23.6 percent drop, Land Rover ended the year with 323,480 sales, down 18.3 percent, while Jaguar contributed just 102,494 registrations, a 36.5 percent decrease. The British concern did better the last quarter of 2020, selling 128,469 vehicles, a 13.1 percent increase over the previous quarter. However, it still represented a 9 percent decline year-on-year.

“We are well-placed in keeping our retailers open for business with online sales solutions, even when their doors are closed through lockdowns. This is also evidenced by the Land Rover website being ranked number one in the most recent J.D. Power Study. An online ordering system in many markets enables people to reserve their vehicle digitally from home. Combined with safe, sanitized click and collect delivery options, this gives Jaguar and Land Rover customers ultimate convenience and flexibility,” said Felix Brautigam, Jaguar Land Rover Chief Commercial Officer.

Jaguar Land Rover’s 2020 sales were spread across five regions, North America at 25 percent, China 23 percent, the United Kingdom 20 percent, Europe 19 percent, and the remainder of the world, 13 percent. The company’s best-selling Land Rovers were the Evoque, Range Rover Sport, and the Land Rover Discovery Sport. The three top Jaguar models were the F-Pace, E-Pace, and the XE Sports Saloon.

It’s been a long year since buyers have been gone from show rooms, and Jaguar Land Rover has been alone and aging. Is the company falling to pieces?

[Images: Jaguar Land Rover]

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  • Northeaster Northeaster on Jan 20, 2021

    To me, it's hard to disagree with BklynPete. I'm a 60+ guy with very fond memories of seeing my first E-type as a little kid and later driving one during the early 90's, but that is no longer enough. Anyone without the irrational memory of how exceptional the marque was during the mid-1960s either needs to have enough money to be a collector or just doesn't care at this point. Forward to 2018. I need something practical and reasonable to drive. I seriously considered an F-Pace (3 test drives) but finally did the reliability based choice with better performance (A4 Allroad) and opted out of the much higher priced option (Porsche). Any compelling reason to think Jag ev's will suddenly supersede Tesla or the Germans? If JLR can't make a sufficiently strong case based on performance and at least some reliability, there's no point to selling the Jaguar brand when you already have Land Rover for snooty SUVs.

  • PandaBear PandaBear on Jan 21, 2021

    UK has a tendency to blame COVID when a lot of the problem is BREXIT.

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