Germany / Russia JLR Comparison : 2010-18

Not so long back, Russia was touted to become the largest car market in Europe by volume but things didn't pan out that way. Sales tumbled and JLR wasn't immune as we can see below. From 2010 to 2018, an average of 2.1 million cars and LCVs were sold, compared to Germany's 3.2 million passenger cars. In addition, some Land Rovers are sold as LCVS which aren't counted although not a huge number. Therefore, it's not an absolutely accurate head to head but not that far off it.

The data: Until recently, Land Rover has heavily outsold Jaguar in Russia. Over the nine years Jaguar only as 10% of the sales. In Germany it has been more consistent and evenly spread, the nine years having Jaguar at 27%.

Again over the nine year period, LR has achieved 0.65% of total sales in Russia and combined 0.72%. Adding LCVs into the total pushes the percentage down a little. Then to Germany, where the total is 0.64%. So JLR has a stronger presence in Russia that Germany.

	Russia						Germany
	2,132,908						3,177,366
Yr	LR	Jag	JLR	% Jag		Yr	LR	Jag	JLR	% Jag
10	9,970	858	10,828	7.9		10	6,580	3,166	9,746	32.5
11	13,183	1,147	14,330	8.0		11	6,674	3,094	9,768	31.7
12	19,043	1,465	20,508	7.1		12	11,113	3,197	14,310	22.3
13	21,030	1,681	22,711	7.4		13	12,425	4,160	16,585	25.1
14	21,148	1,628	22,776	7.1		14	14,679	4,229	18,908	22.4
15	11,605	972	12,577	7.7		15	18,216	5,006	23,222	21.6
16	9,122	2,073	11,195	18.5		16	22,799	8,713	31,512	27.6
17	8,883	2,173	11,056	19.7		17	23,656	8,987	32,643	27.5
18	9,840	2,537	12,377	20.5		18	18,141	9,500	27,641	34.4
Tot	123,824	14,534	138,358	10.5		Tot	134,283	50,052	184,335	27.2
%	0.65	0.08	0.72			%	0.47	0.18	0.64

Summary: Considering that Germans buy many more premium cars than Russians makes the higher Russian penetration more pronounced than what the cold facts show. Counterbalancing that, Germany has strong support for its own premium brands over foreign ones.