08 February 2010

Jaguar Sales: 2009


So how did Jaguar go for 2009? Well it finished X-Type production at the end of the year. Since sales to many markets had already ceased, it was only a matter of time. The XJ has also been running out too as the new less traditional model arrives to various markets during the middle and latter part of 2010. So sales volume was always going to be a challenge in 2009. Jaguar is now also targeting profit over simply moving cars to reach sales goals, which is the only way to go for the marque. In future Jaguar will be a leaner brand, with variations on a few basic models. And making money.
Total Jaguar sales for 2009 were by my estimate 52,500 (-20%). Not a bad effort considering the depressed economy and reasons already mentioned. The two main markets for the marque went up from 53.9% to 57.6% share of all sales although a few years ago it was around 70%. Sales by country and share of total sales as follows:

08/09
1 1 UK 18250 34.8%
2 2 USA 12000 22.8%
3 3 Germany 2900 5.5%
10 4 China 1800 3.4%
4 5 Italy 1800 3.4%
5 6 Japan 1250 2.4%
8 7 France 1175 2.2%
6 8 Spain 1150 2.2%
9 9 Belgium 1100 2.1%
14 10 Australia 1000 1.9%
7 11 Russia 900 1.8%
12 12 Canada 800 1.5%
11 13 Switzerland 750 1.4%
13 14 South Africa 625 1.2%
16 15 Korea 560 1.1%
17 16 Austria 400 0.8%
15 17 Netherlands 300 0.6%
21 18 Turkey 260 0.5%
27 19 Singapore 220
18 20= Ireland 200
19 20= Portugal 200
24 22 Lebanon 195
22 23 Sweden 195
26 24 Mexico 160
23 25 Poland 160

Jaguar sales for the Middle East are impossible for me to get. If you can help, please contact me (my email address is under 'view my complete profile').
Apparently Tata didn't want to buy Jaguar but it had to if it wanted Land Rover. I think they are glad they bought it now because as a well managed brand, it has much potential. It was poorly run by Ford but Tata has a more hands off approach and this will invigourate the people of Jaguar to greater things I'm sure. Jaguar just need to be more media savvy by being open with sales figures and that how they are achieving their goals as a marque.

The bottom line: A solid future under Tata beckons.



Last update 7.02.12

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