01 October 2012

Jaguar Worldwide Sales By Model: 2011

Jaguar have always viewed sales data as private information not for public consumption. Things have improved although they still do silly things like get all coy about sales in India. Maybe one day. One thing owner TATA has been is more open. Now probably for the first time, Jaguar worldwide sales by model is available to the public thanks to a more open policy by TATA and some super sleuth work by yours truly. So with out further ado:

XF 30,646 60.5%
XJ 15,128 29.9%
XK 4,894 9.7%
Tot 50,678

So what do we learn from this? The saloon (sedan) cars sell well but the sports car XK is lower than I thought it would be. It emphasises how important the new smaller F-Type sports car will be when it arrives in 2013. This is because the XK operates in the limited and quite crowded super luxury sports car segment and sales will never be that brisk in such a rarefied environment. The F-Type and a Jaguar sports car will then be reachable for so many more people.

As for the XJ, sales are going well. The XF is strong and will do better still as it increases its model variants and engine options. The big plus is the brand remains profitable in difficult times.


  1. The number of XKs sold should not really be a surprise.
    Just after launch Jaguar managed to sell around 12000 of the current version annually. But the XK has not been updated as significantly as most of its competitors (no diesel engines, no engine downsizing etc).

    Considering that BMW manages to sell 9000 of its completely new 6-series (Coupé & Convertible) worldwide, 5000 XKs is not a bad result...

  2. You have a good knowledge of the car market Grunt.

  3. I am quite curious how the F-Type will be selling. Not in massive numbers, for sure.
    Porsche is selling about 20K 911s, half as many Boxsters. BMW manages to shift about 20K Z4s in a sginficantly cheaper market segment...

    I would expect Jaguar to shift between 5 and 10K of their F-types. On the other hand sales of the XK will decrease further, at least until that is replaced. (2014, most likely and in my guess by a proper 4-seater coupe).

    Either way, the launch of the F-type is as much an image-building exercise as it is a business proposition. I am sure JLR is aware of this and I find it a very poistive sign that they have the nerve to do it :-)

  4. Your figure of between 5-10k sounds on the money. I guess it depends how soon the hard top comes out too, which would be the bigger seller I am picking.

  5. Interesting figures and comments. It just shows what a minnow Jaguar is, out of all proportion to its image and history. More Range Rover Sports are sold than all Jags put together!

    But the cost of developing the next XF and XK, not to mention the vital need for a 3-series rival must mean that TATA are going to have to speculate to accumulate for a good few years yet before they start to make sustainable profits...

    Chris G

  6. True Chris, Jaguar is a small brand on the world stage. However, they are turning a profit. That money is being pumped back into Jag to expand the range and increase sales. I am surprised for example how long the XF Estate has taken to get to market. I guess they are spending according what is being earned by the marque. It is taking time.