17 January 2021
Jaguar Sales by Model & Region : 2020
Now that data is released by quarter, I can say that sales for the last quarter of 2020 were down 21%, and that for the full year the figure was -37%. Clearly, Jaguar is realigning its volume to be more profitable. Global registrations were 102,500 compared to 84,000 in 2015 so in that context not a bad result. (Jaguar will now be contemplating employing me in its PR department).
The fact is, from 2016 to 2019, sales leapt like a pouncing Jaguar and 2020 is the new direction of not chasing volume for the sake of it. (Jaguar now considering my being in charge of its PR department).
Of the models, the i-Pace held up well, with 16,500 registrations. I was surprised the F-Pace and E-Pace models didn't do as well due to SUVs are the flavour of the month. The XE is going well, with two in every three sold finding homes in China.
The UK and China did better than average, both just under the 25% mark. Europe was poor though. The fact that Jaguar cannot sell many more than 100,000 cars per year and make a decent profit shows the brand needs to improve its image and desirability. Top notch connectivity would be a good start as people today are obsessed with it. Work to be done.
Data source: TATA.
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"Clearly, Jaguar is realigning its volume to be more profitable. "How did you reach to that conclusion? From the table, the cheapest models have the lowest drop, and the most expensive ones have higher. Furthermore, the sales in the trendy SUVs have also show a huge drop.
ReplyDeleteI always thought The drop in Pound value should have provided already a leverage for profitability (but have zero insight on that, just a logical guess).
I cant help thinking there is no strategy behind this drop, simply the COVID shutdown, hitting the UK particularly hard prevented production (so here too, it was also a question of supply shortage, more than demand). But of course all the uncertainty about the UK tearing itself out from its integral economic environment did not help.
The second table does not give any more comfort, all the sales tanked worldwide, so identically, like very few others. For me this could add arguments to my supply side shortage theory.
While JLR do not release profit by brand, the consensus within the industry was Land Rover was where the profit was and China was the place the where most profit was being generated.
ReplyDeleteThe Chinese market then went sour and JLR went from very profitable to a loss maker (albeit slight) overnight. Then Jaguar sales suddenly drop around the world and LR too but not as extreme. Profit is now returning.
So the connection with a crash in profit followed by sales falling everywhere was how I reached that conclusion. Of course, the Covid situation has thrown in another variable and I don't know what effect that had on the numbers.
You could be right Zoldfulu, it's all down to supply, but the sudden swing from profitability had me convinced that was the reason.