21 February 2015

Jaguar Sales By Model USA : 1995-2014


Jaguar is a small but successful premium car maker. A problem the maker of premium cars has today is that the large executive end of the range is struggling. It is being decimated by the large SUV. It isn't happening in Asia but is everywhere else. You can see that in the reduction of XJ sales for the US in the chart below.

Jaguar was run by Ford until 2008 and they had been more interested in pushing volume rather than making money. New owner Tata has not followed that strategy and benefited accordingly.

The X-Type sales looked good but it was never profitable so wasn't replaced. Sales for its life in the US was just over 110,000 units.

S-Type was on the market slightly longer than the X-Type and was well received. 120,000 sales prove that so its retro look worked.

The XK succeeded the XJS in 1996, and the transition is seen at the beginning of the chart below. The end of the road for the XK is 2015, so nearly 70,000 will have found homes in the US of A when it retires.

The F-Type has done well as expected and the long living XJ just continues to sell in a land where big works well. Awd gave sales for the big cat a little spurt in 2013, for the snow belt in northern states. The XF likewise got some benefit with a 4wd variant and a new, larger XF late in 2015 will go down like a treat.

The X-Type will have a successor in 2015, with the XE. That will lift the sales of Jaguar by a goodly amount, but not to the 2002 level I would wager. Maybe when the F-Pace arrives it will get there then.

Year XF XJ F-Type XK XJS S-Type X-Type Total
1995 - 13,550 - - 4,535 - - 18,085
1996 - 12,958 - 2,778 2,142 - - 17,878
1997 - 12,637 - 6,819 47 - - 19,503
1998 - 16,642 - 5,861 - - - 22,503
1999 - 13,344 - 6,154 - 15,541 - 35,039
2000 - 12,492 - 6,729 - 24,507 - 43,728
2001 - 10,082 - 5,137 - 19,548 9,765 44,532
2002 - 8,286 - 3,935 - 15,965 33,018 61,204
2003 - 10,102 - 2,905 - 14,876 26,772 54,655
2004 - 10,552 - 2,806 - 10,975 21,542 45,875
2005 - 8,304 - 2,282 - 8,897 10,941 30,424
2006 - 5,027 - 4,567 - 5,875 5,214 20,683
2007 - 4,474 - 4,487 - 3,524 3,198 15,683
2008 8,578 2,452 - 2,459 - 904 431 14,824
2009 8,487 1,161 - 2,274 - 24 9 11,955
2010 6,925 4,278 - 2,137 - - - 13,340
2011 5,303 5,235 - 1,738 - - - 12,276
2012 5,526 4,852 - 1,633 - - - 12,011
2013 7,922 5,434 2,250 1,346 - - - 16,952
2014 5,880 4,329 4,112 1,452 - - - 15,773
Total 48,621 166,191 6,362 67,499 6,724 120,636 110,890 526,923

So Ford took Jaguar to record sales, but handled Jaguar badly in doing so. Tata is taking the sustainable route and making sure profits come with the sales.

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