11 May 2018

Jaguar April Sales & YTD 2018 (By Model & Region)


This is an interesting time for Jaguar. A massive period of expansion has transpired over the last few years despite increased competition. Can Jaguar maintain its upward trajectory? The first four months of 2018 were down 4.6% as the existing range realigns itself after that growth spurt. However, April was up 8%, pointing to another year of increase, albeit not at the frenetic pace of the last few.

Model: All the existing range was down to some degree. The new E-Pace is now having an impact and as more stock reaches destinations around the world, that will improve. The i-Pace is about to emerge too, but it will be in more limited numbers.


Model Apr 18 Share +/- YTD Share

F-Pace 3,958 29.8% -23.4% 22,322 35.3%

E-Pace 3,119 23.5% n/a 11,621 18.4%

XF 2,846 21.4% -1.9% 13,244 20.9%

XE 2,294 17.3% -7.0% 10,629 16.8%

F-Type 641 4.8% -29.3% 3,009 4.8%

XJ 413 3.1% -52.4% 2,377 3.8%

i-Pace 18 0.1% n/a 18 0.0%

Total 13,289
8.0% 63,220 -4.6%

Regional: Europe was up 34% (due to the E-Pace) and China 26.6%. North America took a 33.8% hit but I'm picking that while 2018 won't be a stand out year for Jaguar in that region, it won't be at this level all year. 


Region 2017 Share +/- YTD Share

Europe 5,526 41.6% 34.1% 28,086 44.4%

China 4,108 30.9% 26.6% 15,604 24.7%

Nth America 2,346 17.7% -33.8% 11,679 18.5%

Rest World 1,309 9.9% -6.6% 7,851 12.4%

Total 13,289
8.0% 63,220 -4.6%

Data source: Tata.

Summary: A bit of a slow start for Jaguar in 2018 with poor market conditions in the UK not helping. The new models will kick things along and a solid - if unspectacular - increase in on the cards.

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