By on January 12, 2021

Jaguar Land Rover

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

Jaguar Land Rover


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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17 Comments on “Jaguar Land Rover Sales Falling Down...”

  • avatar

    Blame COVID? Okay. Jag is down *****37%***** for the year and is a de facto all-CUV brand since they sell like 18 sedans a year now. Last I checked, folks in the luxury market are still buying the heck out of CUVs? But I digress. How does Jag’s decline stack up?

    BMW: -14%
    Lexus: -8%
    Mercedes: (no figures for fourth quarter, excluded)
    Audi: -17%

    I call bulls**t on the COVID excuse. Take a look at the picture of the Jag in this story and you’ll figure out why they’re dying – it’s a bland-mobile on the outside, and it’s even blander when you open the driver’s door.

  • avatar

    Circling the loo.

    And as a heavily UK and Euro company they need to spend all the money they don’t have to prepare for the ICE ban legislation. The only BEV they have right now is a middling vehicle that requires an Accord worth of incentives to sell.

  • avatar
    SCE to AUX

    Not buying the Covid excuse.

    A gripe for me with Jaguar: The prohibitively low headroom in their vehicles. Even if I wanted one, I don’t fit in them.

  • avatar

    Believe it or not an acquaintance bought one of these because it looks so much like a lower priced auto. The party is very wealthy but this dupes the employees into believing otherwise. The Porsche is kept in the hangar at the airport with the jet. True story.

  • avatar

    Have no fear Gerry MvGovern is here. He was design chief at Land Rover and Ian Callum was the same at Jag. McGovern is a brassy chap and got the money, Callum got the dregs not helped by a sales ratio of more than 5 to 1 in favour of Land Rovers. Gewwy has now ascended to the rarified clouds of Chief Creative Director of both brands, all of JLR, with a couple of lads reporting to him nominally doing the jobs he and Callum used to do. Expect fireworks. Gerry does.

  • avatar

    There’s a nearly new JLR dealer a few miles from my house. They had occupied what were 2 portable classrooms for a year or two while the new building was being constructed.

    If I were the dealer owner, I’d be changing my Depends every few hours.

    These numbers are really bad.

  • avatar

    The JLR dealer down the road from me has 13 new Jaguar units in stock, half of that are E-Paces. That’s Mitsubishi dealer levels of new inventory

  • avatar

    why buy a Jag crossover when there are the Germans, the RX and the Discovery.

    Then throw in low/zero name recognition among non-car folks unless you’re over 60 and have some memories of the XJ.

    An X3 looks enough like a X5 for a non-car person to get that BMW badge halo. The E-Pace’s side profile looks like a CX-5.

  • avatar

    I think Jaguar makes the nicest Buicks on the market.

  • avatar

    Jaguar has a route out of this. The I Pace is starting to gain traction and all the SUVs sell well. So they will ditch the saloons, make more SUVs and perhaps retain an electric XJ flagship hoping that they can keep a profitable foot in the saloon car game. Focus on premium and excitement. That will get them to profitability and from there they can grow. Frankly Jaguar are a minnow trying to take on the world with the XE. Scrapping this and probably the XF is the way out for them. Doing really good SUVs and sports cars is the future

  • avatar

    They’ve tried hard, but there really is no rationale for the Jaguar brand anymore. In a few years, electric Cadillac CUVs will be outselling them 20-to-1.

    The best thing to do is shore up Land Rover and forget about the rest.

  • avatar

    Why does the author call it a “British concern.” Jaguar-Land Rover is an
    Indian company, a subsidiary of Tata Motors. Tata Motors has manufacturing, R&D and design facilities in more than 26 sites across Asia, Africa and Europe. To call it a “British concern” is inaccurate.

  • avatar

    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.

  • avatar

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

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